Ten models of brand strategy Ten models of brand strategy, brand strategy selection is the fundamental decision of the enterprise, and it is also the program of enterprise brand management

"Leader". If an enterprise lacks a long-term idea for the overall operation of the brand, it will lead to chaotic and disorderly operation, which is undoubtedly a great waste of brand resources.

The internal and external environments faced by different companies are very different, and the corresponding brand strategies they adopt are also different.

However, it is not difficult to find that some common factors have formed the basic pattern of the following brand strategies. Strategy 1: Multi-brand strategy Strategy 2: Single brand strategy 3: 1 brand multi-product strategy 4: 1 brand 1 product strategy 5: Corporate brand namesake strategy 6: Sub-brand strategy 7: Endorsement brand strategy 8: Brand joint strategy 9: Brand franchise strategy 10: Brand virtual management.

For enterprises, there is no good or bad brand strategy, only suitable and inappropriate.

For a ship sailing blindly, a wind from any direction is a headwind. For enterprises, only by doing the right thing first and then doing the right thing can they successfully achieve their strategic goals.

The right brand strategy is the starting point for a business to do the right thing. However, in the actual market, there are not many companies that attach importance to brand strategy, but it is often seen that enterprises are keen to continuously develop new products, but rarely make clear decisions on the development direction of the brand, and enterprises that take a step by step abound.

Brand strategy choice is the fundamental decision of the enterprise, and it is also the program of the enterprise brand management

"Leader". If an enterprise lacks a long-term idea for the overall operation of the brand, it will lead to chaotic and disorderly operation, which is undoubtedly a great waste of brand resources.

Procter & Gamble, Haier, Wuliangye, Midea and other brands have long been recognized as leaders in the industry. In fact, their brand strategy is not mysterious, and most companies can completely analyze their success ideas and design an actionable brand strategy according to their own internal and external environment.

The internal and external environments faced by different companies are very different, and the corresponding brand strategies they adopt are also different.

However, it is not difficult to find that some common factors have formed the basic pattern of the following brand strategies. Strategy 1: Multi-brand strategyWhen an enterprise operates two or more independent brands at the same time, it adopts a multi-brand strategy.

Procter & Gamble is a master of multi-brand strategy, with multiple brands under its umbrella, which are relatively independent in operation for different target markets.

Implementing a multi-brand strategy can maximize market share, achieve cross-coverage of consumers, and also reduce the operational risk of the business - even if one brand fails, it will have little impact on the others.

However, the multi-brand strategy is an authentic strong game, and if it is not a strong enterprise, do not try it easily. In China, Kelon is a typical example of the implementation of multi-brand strategy.

But due to its lack of strength, it has walked quite this road. Strategy 2: Single brand vs. multi-brand strategy There are also enterprises that use the same brand on all products.

Like Canon, its cameras, fax machines, photocopiers and other products are uniformly used

"Canon" brand. The advantage of this is that the company can save communication costs, which is conducive to launching new products and highlighting the brand image.

In terms of the current situation, most domestic enterprises are more suitable to adopt a single brand strategy. But the single-brand strategy also has its disadvantages - if there is a problem with one of the products, it will hurt the pond fish, creating a vicious chain reaction.

In addition, there should not be too much contrast between products using the same brand. Haier can be said to be a successful example of a single-brand strategy.

However, after entering the financial and pharmaceutical industries, Haier still used the original brand. It is doubtful that Haier will be able to continue to gain market recognition.

Strategy 3: One brand with multiple products means that multiple products use the same brand. It can be divided into two situations: one is that a company has multiple brands, and each brand has multiple products, and the other is that an enterprise has only one brand, and there are multiple products under this brand.

Aquaman falls into the latter category. In the year, Neptunus launched a large-scale advertising campaign on many satellite TV stations across the country, although there is only one of its main products: Neptune Yindefei, Neptune Golden Bottle and Neptunus Ginkgo Biloba Leaf, but at present, not only this product is in short supply, and the sales of other Neptunus products that have not been advertised have also increased to varying degrees.

Strategy 4: One brand, one product, one brand, one product strategy refers to the brand strategy of only one product under a brand.

Generally speaking, it has two scenarios: there is only one product per brand under a multi-brand strategy, and only one product per brand under a single-brand strategy.

Panasonic is in the former case, with Panasonic as its audio-visual products, home appliances under the National brand, and Technics as its stereo stereos.

The "golden throat" throat treasure belongs to the latter situation. The biggest advantage of implementing the one-brand-one-product strategy is that it is conducive to establishing a professional image of products.

Strategy 5: The implementation of the corporate brand with the same name Sanjiu, Yanjing and other enterprises is the strategy of the same name of the corporate brand.

This strategy can reduce communication expenses - promote the business while promoting the brand, and promote the brand at the same time.

Consumers will treat every brand behavior as a corporate behavior, and they will accumulate every corporate behavior on the brand.

This kind of interaction between enterprises and brands will effectively accelerate brand accumulation. Haier's launch of a washing machine that can wash sweet potatoes was originally a brand behavior, but consumers will treat it as a corporate behavior.

Therefore, Haier is considered an innovative enterprise. However, the binding relationship between the brand and the business name is easy to win and lose at the same time.

Strategy 6: Sub-brand: Sub-brand strategy is to take a successful brand of the enterprise as the main brand to cover the series of products of the enterprise, and at the same time give a lively and charming name to different products as a sub-brand to highlight the personality image of the product.

Although the sub-brand has a narrow scope of application, it has a richer connotation than the main brand. For example, there are many types of air conditioners in Midea, and how can consumers remember them one by one?

A sub-brand strategy is the answer. So Midea uses constellations as a sub-brand of products

"Calm Star",

"Super Quiet Star",

"Zhiling Star",

"Health Star" and so on came into being. Due to the accurate positioning of the sub-brand, Midea's products have aroused strong repercussions after being put on the market.

However, it is worth noting that in the process of implementing the sub-brand strategy, the focus of brand communication must be on the main brand, and the sub-brand should be in a subordinate position.

Strategy 7: Endorsed brands such as Liuyanghe, Jingjiu, and Jinliufu have become upstarts in China's liquor market in just a few years.

Exploring the backs of their success, one will find that they are all produced by the Wuliangye Distillery. They consciously convey this message to consumers when communicating their brand.

Compared with other brand relationships, the relationship between brands such as Liuyanghe, Jingjiu, and Jinliufu and Wuliangye is relatively loose: on the packaging

The position of "Wuliangye" is not prominent, it only plays the role of endorsement and guarantee. This is the endorsement brand strategy.

Endorse a brand is mainly to assure consumers that these products will definitely bring the promised benefits, because behind this brand is a successful business that can produce quality products.

Endorsement strategies are especially useful for promoting new products. However, for the guaranteed brand, the endorsement brand is both a support and a constraint.

Endorse the brand's image and may hinder the sponsored brand from following its own path. Therefore, when the guaranteed brand is stronger, it can choose to go out of the endorsed brand

"Asylum" creates its own world. Strategy 8: Brand alliance uses two or more brands on the same product to achieve the purpose of mutual leverage to achieve >, which is brand alliance strategy.

The company is the world's largest computer chip producer, and is once famous for the development and production of X-series microprocessor products.

However, since the X series was not trademarked, competitors also produced it in large quantities, which hurt Intel.

In light of this, Intel has introduced an incentive for computer manufacturers to use it in their products

Joint program of the "Intelinside" logo. The result was in just a few months of the implementation of the plan

The "Intelinside" logo has been exposed hundreds of millions of times, making many buyers decide to buy it

"Intelinside" logo for PC. Strategy 9: Brand franchise franchisor and licensee achieve brand expansion under the same model with the help of the same brand to achieve a win-win or win-win purpose.

When the franchisor provides the licensee with a unified brand, technology, management, marketing, etc., the licensee has to pay a certain fee to the franchisor.

A brand franchising strategy can achieve rapid brand expansion and reduce risks and costs with the help of licensees' funds.

McDonald's is the most successful brand franchise strategy in the world. At present, McDonald's has a number of franchise stores in China, with tens of thousands of franchise stores around the world.

The experience accumulated in the franchise history in recent years is worth learning from. Strategy 10: Brand virtual management: Ordinary consumers may not know that the Nike shoes he wears and the Liuyanghe wine he drinks are not produced by these companies, but are processed by other companies.

The processing cost of these products is relatively low, but once they are affixed with the brand logos of Nike and Liuyanghe, their value immediately doubles.

This is the charm of brand virtual management, which realizes the separation of brand and production, so that brand owners are freed from tedious production affairs and focus on technology, service and brand promotion.

In the mobile phone industry, Ericsson, Nokia, Motorola, etc. are experimenting with brand virtual business strategies.

For enterprises, there is no good or bad brand strategy, only suitable and inappropriate.