| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 101 === This research is to analyze the brand management methods of those corporate that implement multi-brands strategy based on longitudinal perspective. What’s more, we also investigate the advantages and synergy of multi-brands strategy. The findings of this study are stated as below:
1. To prepare for the multi-brands strategy
The ways to develop multi-brands can be create a brand yourself or by mergers and acquisitions. However, whatever way it is, there must be a suitable corporate culture to coordinate and support the strategy. s the corporate culture plays an important role in the implementation of multi-brands strategy. Therefore, if a corporate is about to implement multi-brands strategy, it have to develop a set of corporate culture that suit the strategy first.
2. In the progress of implement multi-brands strategy
There are many standards to measure multi-brand strategy. For example, LVMH group make use of BCG Matrix Model to define each brand and decide their future development plan. Besides, customers are the best assistant in brand management. Wowprime manage its brands with the help of customers and internal control system. In the process of implement multi-brands strategy, a company is better not to be too greedy. Although there are synergy between brands, maintain and develop multiple brands is a burden to both material resource and human resource. For this reason, the companies have to implement multi-brands strategy within their means, blind expansion without considering outcomes is not a wise decision for all the firms.
|
|---|
