Research On The Visual Image Of Mother And Sub Brand Under Multi-brand Strategy

Today,when brand internationalization becomes the universal consensus of global enterprises,the normality of competition among enterprises is not just a contest between products and technology,but gradually shifting to the competition at the brand level.According to the statistics of the Organization for Economic Co-operation and Development,well-known brands that account for only 3% of the total number of trademarks have a 40% share of the global market.As a highly scarce competitive resource,the brand has risen to the national strategic level and has become an important engine for national economic development.In 2017,the State Council approved the establishment of the “China Brand Day” on May 10 of each year.Under such an era background,brand strategy has become the core of enterprise competition and development.Nowadays,with the development of the consumer market segmentation,the number and connotation of corporate brands are becoming more and more abundant.In the environment of multi-brand coexistence,how to accurately manage the brand structure,build a coordinated and orderly brand image,and ultimately reduce the cost of communication and enhance the comprehensive influence of the brand has become a difficult problem in enterprise management.Firstly,through the study of theory,this paper explores the conditions of multi-brand strategy and the relationship between multi-brand architecture and brand visual image,and summarizes four “the Relevance between parent brand and subsidiary brand”,and thus propose a hypothesis about “the composite brand architecture”.Then,the multi-brand visual image management mode of TECHBANK Group is taken as the research object.Through the case analysis method,the internal logic of brand architecture and visual image is discussed from the perspective of the upgrade of corporate brand visual image.Then through the vertical comparison of the group brand structure before and after the adjustment of the group's brand structure to study the relationship between the maternal and child brand relationship in the brand's visual image,to support that theory.and using the horizontal contrast method comparing the brand image of CHAROEN POKPHAND Group And TONGWEI Group to further demonstrate the model value,and based on this,explore the characteristics and trends of the visual image of parent brand and subsidiary brand in the multi-brand situation.Through research and analysis,this paper believes that in the modern market competition environment,multi-brand strategy is almost an inevitable path for the development of group companies,and there are often multiple relationships in multi-brand strategy enterprises.And this relationship will be reflected in the Image of related brand.Thus the paper puts forward the concept of “the multiple relationship between parent brand and subsidiary brand” and summarizes the “the multiple relationship matrix” with practical application,hopping this theory will contribute to the management of multi-brand image.