The Study On Brand Architecture Optimization Of Company A

With the development of society,people's consumption consciousness and custom have undergone tremendous changes.These changes have spawned many new consumer demands and new products.More and more companies are implementing multi-brand strategies.In China's daily chemical industry,the market is still dominated by foreign brands.Although this phenomenon brings great pressure of competition on many local daily chemical brands,it prompts local entrepreneurs to create famous brands and urges them to strengthen brand strategy to ensure the long-term healthy development of the company.This thesis takes Company A,a local daily-use chemical corporate,as the research object and it tries to figure out the way to optimize the brand structure so as to achieve Company A's business goals.This thesis will refer to the theories such as brand strategy,brand positioning and brand architecture and make case analysis.This paper re-orientates the brand positioning and discovers the relationship between brand positioning based on the target market demand,the target consumer demand and competitors.From the aspects of family brand creation,single brand optimization and alliance brand establishment,this paper helps build a new brand structure.“BCG matrix model” is applied to achieve reasonable allocation of company resources and the maximization of each brand's performance.Therefore,a final plan for optimizing the company's brand structure is proposed in this paper.This study would be useful for the realization of Company A's business objectives.It can also provide some references and guidance for the establishment of the brand structure under the multi-brand strategy of other local daily chemical companies.This article analyzes the target market,consumer demand and competitors according to the data collected from various methods such as searchingfor the industry data and interviewing consumers.The information is comprehensive and it can not only be used in the analysis of this article but also provide some references for other companies in the same industry,which is a major highlight of this article.