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家族品牌策略分3个部分:群体品牌、个体品牌、群体和个体并用品牌。①群体品牌是企业决定其所有的产品都统一使用一个品牌名称、如长城集团生产的电脑、彩喷96打印机均使用“金长城”品牌。运用群体品牌策略的优点是有助于建立厂牌信誉,树立企业形象;有助于新产品打入目标市场;有助于节省广告宣传费用。②个体品牌是企业决定对其各种不同的产品分别使用不同的品牌名称。例如宝莹与威白洗粉虽是两个品牌,却出自同一企业,即中德合资天津汉高洗涤剂有限公司。采取个体品牌有以下优点:企业的整体声誉
Family brand strategy is divided into three parts: group brand, individual brand, group and individual brand. ① group brand is the company decided to use all its products are a unified brand name, such as the Great Wall Group, the production of computers, Caipen 96 printers are used “Golden Wall ” brand. The advantages of using group brand strategy is to help establish brand reputation, establish a corporate image; help new products into the target market; help to save advertising costs. ② individual brand is the company decided to use a different brand name for each of its different products. For example, Bao Ying and Granville White powder although the two brands, but from the same business, that Sino-German joint venture Henkel detergent Co., Ltd. Tianjin. Adopting individual brands has the following advantages: The overall reputation of the business