Brand name decision-making

Brand name refers to the decision-making decisions all the products use one or several brands, or different products were using a different brand. On this issue, can generally have the following four types of decision-making mode:

1. Individual brand name. That is, the decision of each product using a different brand. Use of individual brand name for each product to a different market position and is conducive to increasing sales and confrontation competitors, it can also disperse risks, so that enterprises will not be because of the reputation of certain products affected by the poor performance. Such as "P & G" a washing powder company to use the "elimination of stains," "Bilang"; soap to use the "skin Shu-kai" the use of toothpaste, "Jia Jieshi."

2. All products use a common family of brand names. Which means that enterprises of all products using the same brand. For those who enjoy high reputation of the well-known enterprises, all brand name products adopt a unified strategy to take full advantage of its brand name effect, so that enterprises of all products sold. At the same time businesses on the cost of introducing new products is also relatively low cost, to new products enter the market. For example, the U.S. General Electric Company's GE products are used as a brand name.

3. The major categories of products using a different family of brand names. Enterprises to use this strategy, the general is to distinguish between different categories of products, a product category of products to use the common brand family, so in different product categories in the area of establishing their own brand image. Companies such as the swift production of a product category is the ham; There is also a major chemical fertilizers, were named "Puli Mu" and "high-fat Luo."

4. Individual brand name and corporate name and use. That is, the decision of its different types of products are taking a different brand name, brand name and before adding the names of enterprises. Such strategies of the enterprises for the development of new products. In the new products with brand names on the business name, so that new products can enjoy the reputation of enterprises, and a different brand name, will enable all kinds of new products show different characteristics. For example, Haier Group launched a "Pathfinder" color TV, "Hercules" Freezer, "Prince", "Little Prince" and "small child prodigy" washing machines.