Hisense Group, Co-brand Strategy

Nowadays, the market environment has changed more and more complicated than ever, and the market competition has become more and fiercer around the world. But the Chinese companies know little about the brand strategy, the brand strategic management skill in china still remains to be improved further. At present, it is a very serious problem the Chinese companies have to deal with that how to choose the right brand strategy for their future development.As a famous domestic appliances company, Hisense Company's"shared brand strategy"have attracted much attention from the enterprise circle. Whether it is good or not, it depends. This paper is aiming to provide an instructive example for the Chinese companies that encountering the bewilderment in brand strategic management, and expected it is helpful for their making better decision in the brand strategic management according to their own conditions.In this paper, the first part is the introduction of the theory of brand and brand strategy. The second part is the brief introduction of Hisense Company and the development of"the shared brand strategy"in Hisense Company. The third part analyzes the macroscopic competitive environment of HiSense brand and the inner condition of Hisense Company, including the advantages and disadvantages concerning the brand strategy. The fourth part is the SWOT analysis and appraisal about the shared brand strategy in Hisense Company. The fifth part is the author's suggestions for problems occurred in the shared brand strategy. The last part is suggestions for the enforcement of the shared brand strategy, and some opinions about the future choice in brand strategy after the acquisition the KeLong Company.