Cross-positioning Research, Based On Multi-brand Loyalty

Brand life cycle is very short in domestic enterprises,which is a general phenomenon. But extending brand's mature period can benefit much to the general profit. This thesis mainly talks how to extend brand mature period:multi-brand marketing strategy and brand extension strategy. This thesis then points out the importance of constructing brand loyalty,then introduces the method of brand positioning to construct brand loyalty. Based on one case of extending its mature period,the thesis provides one method system of cross-positioning of brand's functional character.Based on the questionnaire survey,the statistics result shows that the cross-positioning won't make consumer think brand's character has changed obviously,will improve the implied awareness obviously,will improve the intendancy of repurchasing. This method system won't make consumer's positive association changed obviously,neither will the brand's perceived price. This shows cross-positioning won't injury consumer's perceived loyalty of the core brand,and will extend the core brand's mature period.