Analysis On Brand Strategy Taken By TNC Of Daily Chemical Industry In China

There is more intense competition in Chinese daily chemical market because the Chinese daily chemical industry opens at an earlier time compared with other light industries. Especially with the development of market economy of China, many excellent TNC ( Transnational Corporations )of daily chemical industry such as P&G, Unilever, Henkel etc., come to our country, and so many brands of them become house-hold brands in the domestic market. Depending on their most efficient brand strategy, these corporations have almost half of the domestic market share in hand with the development of their famous brands.Generally speaking, the transnational corporations in daily chemical industry apply brand strategy in China elastically which mainly include multi-brand strategy and brand extension strategy according to different situations. What's more, the brand strategy taken by the transnational corporations is not only reflected on the number of brands, but also works in a series of brand activities of the corporation such as how to select brand strategy, apply brand strategy and manage brands. Exactly, this paper is based on the study of the above points and analysis of successful brand strategy applied by TNC and weakness of the practice activities of our domestic daily chemical corporations then put forward some suggestions for their future development.The paper is consisted with five parts. Part one, Preface, briefly set forth the meaning, analyses methods and key points of this paper. Part two, summary of relative brand strategy theories, introduces new concepts of brand strategy, multi-brand strategy and brand extension strategy, analyses the advantage and disadvantage of these brand strategies, and points out corresponding situation for each brand strategy. Part three presents the dominant position which these famous brands of the transnational corporations play in domestic daily chemical markets mainly through two typical detailed markets referring to shampoo market and fancy soap market. Part four further analyses the brand strategies of P&G which applies brand strategy outstandingly and successfully and sums up the inspiration based on above analysis. After introducing the brand strategy practice of our domestic daily chemical corporations, Part five gives suggestions correspondingly from four aspects that are to select brand strategy effectively, emphasize brand position, promote brand marketing and fortify brand management.