Brand strategy is a series of business management and marketing methods that can produce brand accumulation, including all elements including 4P and brand identity. Mainly include: branding decision-making, brand user decision-making, brand name decision-making, brand strategy decision-making, brand repositioning decision-making, brand extension strategy, and brand renewal.

Extended information:

Brand name decision:

1. Brand name

That is, the company decides to use a different brand for each product. Adopting individual brand names and seeking different market positions for each product can help increase sales and compete with competitors. It can also spread the risk so that the entire reputation of the company will not be affected by the poor performance of one product. For example, "Procter & Gamble" uses "Tide" and "Bilang" for washing powder; "Safeguard" is used for soap; and "Crest" is used for toothpaste.

2. All products

All products use the same family brand name for all products. That is, all products of the company use the same product. For those well-known companies with high reputation, adopting a unified brand name strategy for all products can make full use of their name brand effect and make all the company's products sell well. At the same time, the cost of corporate promotion and introduction of new products is relatively low, which is conducive to new products entering the market.

3. Major categories of products

Each major category of products uses different family brand names. Enterprises use this strategy generally to distinguish different categories of products. Products under one product category then use the same family brand, so as to establish their own brand images in different product categories. For example, one of the major categories of products produced by Swift Company is ham; another major category is chemical fertilizers, which are named "Prime" and "Fatgoro" respectively.

4. Company name

Some brand names are used together with the company name. That is, the company decides to adopt different brand names for its different categories of products, and adds the name of the company before the brand name. Companies often use this strategy for the development of new products.

Adding the company name to the brand name of a new product can make the new product enjoy the company's reputation, and using different brand names can make various new products show different characteristics. For example, Haier Group has launched the "Pathfinder" color TV, "Hercules" refrigerator, "Big Prince", "Little Prince" and "Little Prodigy" washing machines.

Baidu Encyclopedia-Brand Strategy