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品牌家族是属于一个公司同类产品的不同品牌的组合,或是同一主品牌下不同分品牌的组合。品牌家族应该是同类产品的品牌组合,不同类的产品在营销上既没有竞争也不能相互扶持,联系较少,而同类产品可建立起品牌家族中联系的血缘或称纽带。如冰淇淋品牌“和路雪”与洗衣粉品牌“奥妙”虽同属于一个公司,但分属冷饮类与洗涤用品类,因而属于两个品牌家族。根据品牌家族中成员的关系,可把品牌家族分为竞争性品牌家族、互补性品牌家族与独立性品牌家族。竞争性品牌家族如宝洁的洗发水品牌家族;互补性品牌家族如联合利华的袋泡茶品牌家族:立顿的红茶与京华的绿茶、花茶构成了完整的茶饮产品系列;而独立性品牌家族如SMH公司的Omega与
A brand family is a combination of different brands that belong to the same product of a company, or a combination of different brands under the same main brand. The brand family should be a brand portfolio of similar products. Different types of products have neither competition nor mutual support in marketing, and there are few contacts. Similar products can establish blood or ties in the brand family. Such as ice cream brand “ and Lu Xue ” and detergent brand “Mystery” although belong to the same company, but belong to cold drinks and detergent categories, and therefore belong to two brand families. According to the relationship of the members of the brand family, the brand family can be divided into a competitive brand family, a complementary brand family, and an independent brand family. Competitive brand families such as P & G’s shampoo brand family; complementary brand families such as Unilever’s teabag brand family: Lipton’s black tea and Jinghua’s green tea and flower tea constitute a complete tea product line; and the independent brand family Such as SMH’s Omega and