The Multi-Brand Strategy Analysis

With the fast development of the Marketing Science all over the world, the studyon Branding and Branding Strategy is receiving more and more attention. Currentlythe competition among companies is not only on products and services, but also onbrand building. Looking back at all the global top business giants' history, no one hadever developed so fast without cultivating and nurturing an excellent or someexcellent brands. Without developing brands, without creating brand equity, no grandbusiness could be achieved at all. Consequently, it is quite indispensable to prepare abrand strategy for future outstanding brands.In Chinese Fast Consumer Market, many great brands have been mounting, suchas NongFu Water, DaBao, MeiJiaJing, WuLiangYe and so on. While we have toadmit that the super brands like Coca Cola, the super groups like Unilever, P&G,L'Oreal are still in great demands. Those super groups can play the big brand gamesvery skillfully and successfully in the globe, while some of our national companiesare still encountering some depress in brand management, for example, the failure ofWaHaHa brand extension, and the crash of Mini-Nurse multi-brand strategy. As aconsequence, we have to face the reality that there exist lots of experiences we canlearn from those foreign big players.As the global top cosmetic supplier, L'Oreal is operatiing over 500 brandsglobally and among which, 14 are globally famous. In the times when brand plays akey role in the competition, L'Oreal group, a winner in brand operation, isdemonstrating a fresh picture of branding magic.Based on the reading and understanding of some famous researchers' brandingtheories, I basically finish the outline of this report. Kevin Keller teaches me theBrand Equity structure, David A Aaker makes me understand the Brand Architecture,and Susan P. Douglas from New York University gives me clue to the InternationalBrand Architecture. I am sincerely expecting what I have found in my report will, tosome extent, help some national companies.