Research On Multi-brand Strategy Of Erdos Cashmere Group

With the rapid development of marketing disciplines,brand has increasingly become an important part of academic and business research.For a company to truly achieve a growth growth blueprint,it is necessary to establish an outstanding and viable brand,create and cultivate brand equity,and establish a brand strategy that aligns with corporate growth.This article takes Ordos Cashmere Group’s cashmere garments as the research object,mainly to study the status and application of its multi-brand strategy implementation.Based on the brand community and brand equity as the theoretical support,through reviewing a large amount of data and analysis,we concluded that the effectiveness of the Ordos Cashmere Group’s multi-brand road mainly caters to the expectations and demands of consumers for products,and embarked on the brand and product drivers.The benign growth path and the existing problems are mainly based on the fact that brand communities with different consumer segments have not yet formed,which in turn has affected the promotion of brand equity.Based on the existing problems,it proposes six effective ways of formulating a brand strategy,clarifying brand positioning,clarifying core consumer groups,forming the scale effect of brand communities,setting up communication platforms,protecting intellectual property rights of brands,and improving production innovation capabilities.