Nowadays, many brand planning companies confuse CIS with brands and equate brand planning with CIS. Some brands may have succeeded. For example, brands such as Madam and Sun God. In fact, it promoted the CIS system as a brand management system. To a certain extent, the success can be attributed to the fact that the brand and the enterprise are the same brand name, and they have a certain degree of promotion and established popularity, thus promoting product sales. Under the imperfect market economy system of China, having popularity can really promote sales effectively, so it seems that CIS can drive sales and build brands. However, this does not mean long-term success, and the brand has not been accurately positioned, and the brand's personality has not been established. It is necessary to spend more efforts to correct the original brand image in the future.
we admit that for many small and medium-sized enterprises, the resources of enterprises are limited at the beginning of their business. When the products of enterprises are single, the product categories and target consumer groups are similar, and a single brand strategy can be used, it can save costs to a great extent by mixing corporate brands with product brands. The key is how to deal with the correlation between enterprise brand and product brand in planning. However, once an enterprise needs to expand its product line, especially when the consumer groups targeted by the product line are very different, the single brand strategy is no longer applicable, so that the enterprise brand and product brand cannot be combined into one. Otherwise, it will be bad for the established brand in the long run. Therefore, based on the long-term consideration, enterprises can't unify enterprise brands and product brands at will, let alone confuse CIS with brand management system, regard CIS as an important weapon for brand creation and push CIS out as a brand management system. For example, Want Want launched the old man herbal tea, Heinz rice noodles launched pickles as ridiculous.
in fact, if the CIS system is introduced as a brand management system, it can only be regarded as a small part of the brand management system, and it can play a small part of the consumer-oriented function, and its effect can be imagined.
it must be clarified that here, we are not completely denying the role of CIS. Undoubtedly, CIS system has a positive role in establishing corporate brands in some industries, and also has its role in building internal corporate culture (such as improving internal cohesion of enterprises).