From a professional perspective of brand architecture, I would like to give you the following suggestions

Brand architecture mainly has the following four models

The first is the single brand model.

All products use the same brand, such as Ford and General Electric.

The biggest advantage of doing this is to achieve unified management of the group's brands, which is conducive to the accumulation of brand assets and the loss of existing sub-brand advantages. At the same time, it faces greater market risks and is detrimental to long-term development.

The parent company of Toutiao is ByteDance, but many users may not know that this model is not suitable at present.

The second is the main and sub-brand model.

With the main brand as the center and sub-brands as auxiliary, it highlights the characteristics of different products and meets the different needs of consumers, such as Haier and Toyota.

This can enhance the group's brand status and differentiate its various series of brands; the disadvantage is that "ByteDance" has insufficient driving force and influence for new brands in other fields, so it must rely on details to drive its brands. Products are more difficult to implement.

The third type is the mother-child brand model.

Highlight sub-brands, and parent brands serve as brand endorsements. Typical examples include Procter & Gamble, Head & Shoulders, Pantene, and Rejoice each have a clear positioning and scope, competing with and promoting each other.

The biggest advantage of doing this is to achieve integration under "Today's Toutiao", which will help each brand control the market by subdividing categories, and achieve hierarchization and differentiation between brands. The disadvantage is that "Byte It is difficult to highlight the advantages of the "beating" brand. The investment in brand building is relatively large, but the operational requirements for corporate operations are relatively high.

Highlighting the sub-brand, weakening the parent brand, and building the sub-brand into a representative brand in the industry will have more advantages than disadvantages.

I think this approach is obviously more suitable for Toutiao.

The fourth type is the irrelevant brand model.

Each series of products has an independent and unrelated brand that has no connection with the parent company. For example, Kingfisher Group in the UK. If you don’t know, let me tell you that B&Q is its building materials retail brand. .

There is also a composite brand model.

It is mainly used by group companies with complex business structures. Multiple combinations are used between group brands and product brands. For example, Tsingtao Beer uses multiple combinations in the same category for different target markets.

The composite brand model is generally applicable to enterprises with multiple business sectors and multiple sub-brand models. The disadvantage is that the investment in brand building of each subsidiary increases, and corporate brand assets are not easy to accumulate in a short period of time.

For example, today’s headlines:

The best way is to adopt a parent-child brand model:

Highlight the sub-brand, weaken “ByteDance”, and turn it into Sub-brand endorsement builds each sub-brand into a representative brand in a new field.

Under the parent-child brand model, the 1 N sub-brand development model is adopted, which is to extend the registered trademark of Toutiao as the core.

Bytedance (parent brand)

ByteDance (parent brand) - Toutiao (sub-brand)

Mother-child brand structure:

1. Bytedance (parent brand) – Toutiao (sub-brand) Xigua Video

2. Bytedance (parent brand) – Toutiao (sub-brand) Douyin Short Video

3. ByteDance (parent brand) - Toutiao (sub-brand) Huoshan Short Video

4. Bytedance (parent brand) - Toutiao (sub-brand) Sub-brand) Understand Car Emperor

5. Bytedance (parent brand) - Toutiao (sub-brand) Wei Toutiao

6. Bytedance (parent brand) - Toutiao (sub-brand) Neihan jokes (died in battle, seems like Pippi shrimp has come out)

7. ByteDance (parent brand) - Toutiao (sub-brand) faceu

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