2. The applicable occasions and brand strategies of superior products are applicable to the following situations:
1) When the manufacturer has a strategic demand for a specific market. P&G shampoo has four important brands, which ensures that it has a high share in the shampoo market.
2) When there is little difference between these market segments. Choose a different brand name for each product to ensure that consumers see different products-this is necessary when products look the same. It is difficult for consumers to see the difference between shampoos (although the ingredients and functions are different. ), and proper names emphasize the differences in physical properties between products.
3) Product brand strategy can highlight product personality and target consumers. For example, Omega represents the noble and luxurious choice of successful people or celebrities, radar is a symbol of high technology, and Swatch is the first choice of avant-garde fashion people.
4) When the company has a strong desire for innovation. Product brand strategy can gain a favorable position for the company to grab the election. The name makes innovation its own patent and effectively resists the imitation of peers.
5) Product brand strategy allows companies to take risks in new markets. If the prospect of a market segment is uncertain, then adopting product brand strategy will not affect the brand image of the original successful product even if it fails.
6) Product brand strategy means that the company name is independent of the public. This provides free space for the company to enter new markets.
7) Product brand strategy helps to obtain favorable shelf space. Because retailers allocate shelf space to companies in direct proportion to the number of brands.
8) The product brand strategy is suitable for the growing market. Although this strategy has invested a lot in R&D, equipment and commercial expenses (which is also the shortcoming of this strategy), there is a great chance to get a return on investment because the market is growing.
9) Product brand strategy can provide more choices for low brand loyalists.
10) Compared with the electrical appliance industry, product brand strategy is more used in daily necessities, food, clothing and other industries. Guarantee brand strategy is similar to source brand strategy, but the difference is that the parent brand and sub-brands of the former are loosely related. For the market, sub-brands (product brands) mainly play a role, and parent brand is not prominent, but only plays the role of endorsement or guarantee (the guarantee brand is often the company brand). Under the product brand, product line brand or classified brand, ensure that the brand strategy supports the extensive changes of product classification. For example, Nestle parent brand provides trust, quality assurance, reputation and competitiveness for all products, while product brands provide special value and personal experience, such as taste and feeling. Similarly, more than 40 brands such as Chevrolet and Buick belong to the general brand name of GM, but their positioning is different. Unless there are special circumstances, the average consumer only knows the product brand itself. Every product can freely express its innovation, so the use of product brand names and symbols has changed widely. The main advantage of the guaranteed brand strategy is that it can obtain great scheduling freedom. Take Nestle as an example, if it is the original brand, some special images related to baby food and children's chocolate will inevitably affect the development of the product brand, while the guaranteed brand strategy brings infinite development space for Nestle, making its product fields cover coffee market, soup market and so on. Under the guarantee brand, the product brand * * * enjoys its identification function, including standardized quality, science and technology, responsibility to the public and concern for ecological environment protection. Guarantee that the brand can be transformed into the source brand. For example, Ford Motor Company owns the main brand Ford, and its sub-brands include Taurus, Explorer, Lincoln, Mercury and Jaguar. It turns out that there is a loose relationship between the two, that is, Ford is a guaranteed brand. Now the company realizes the importance of the main brand, pays attention to the promotion of the main brand image, and links all the sub-brands, which not only helps to strengthen the main brand image, but also benefits from it. This is just the opposite of GM's strategy. The above six brand strategies are typical practices of the company. In fact, many companies adopt a mixed structure of classified brands, umbrella brands, source brands or guarantee brands. Undoubtedly, in the process of continuous development of new products, there are few strict choices in brand decision-making, so there are many mixed situations. If there is no expected plan for the overall operation of a brand and its relationship with products, it will lead to the overall confusion of brand policies, which will undoubtedly cause internal friction to brand assets.