Veken Holding Group Brand Strategy Research

Brand Management is becoming a popular topic in marketing related areas in recent years in China and it is also a comparatively new issue which companies must resolve in the process of growing bigger and stronger. This paper studied two main respects of brand management, brand core identity and brand architecture. Brand identity includes brand core identity and brand extended identity. Brand core identity contains those elements that can insure brand unique and valuable. It is the soul of brand. Once established, brand core identity would maintain existence and reflects on brand association despite the brand enters new markets. Brand architecture includes single brand strategy, multi-brand strategy, sponsor-brand strategy, chief-subordinate brand strategy, co-brand strategy and mixed brand strategy. Projecting brand architecture, first of all,is to make the brand level clear. Brand core identity and brand architecture are closely related and cannot be separated. Brand core identity determines the principles of band extension: whether uses the same brand, totally new independent brands or brands that have relations of different degrees with the original brand. All these refer to brand architecture. When defining brand core identity, it is important to take the corporate strategy into account. Similarly, when a company is planning to enter a new market, it is a must to examine or adjust the brand core identity. All these will take effect on brand architecture.The way to resolve the brand strategy of Veken Holding Group Co. LTD. is, first to define the corporate brand core identity according to the industry fields, corporate strategy, brand image of Veken Group. Secondly, projecting the brand architecture of Veken mainly according to the compatibility of Veken brand core identity and the industry fields, with reference to corporate brand image. The business pattern of Veken Group is non-related diversification, and its sectors include textile, trade, real estate, energy and investment. So the brand core identity must be explored from the point of organization association. First analyze and find out the brand core identity elements of the five sectors of Veken Group, then abstract the common elements from them. The brand core identity of Veken is innovation, success and life. The Veken Group is well known in the fields of textile, fiber and cloth. And it is also known as a financially sound company with a relatively long history.The brand "Veken" is suitable to use in the fields of textile, real estate, trade and investment. It will not cause conflicts between brand identities, but also will make full use of the brand assets of "Veken".The brand "Veken" is not suitable to use in the sector of energy. The energy sector should use its original brand.The clothing sector should use a new brand because clothing brand emphasizes the importance of the personality of the brand. However, the brand association of "Veken" will disturb the brand personality of clothing.The brand architecture of Veken is a mixed brand architecture including single brand strategy and independent new brand.