Characteristics of corporate group brands

Characteristics of enterprise group brands

Group brands have the basic attributes of a brand. It is an overall expression of the group’s commitment to stakeholders, the products and services it provides, and its interests. Stakeholders' commitment to the group; subjective assessment of products and services. Below I have compiled the characteristics of enterprise group brands for you, hoping to help you:

Characteristic 1: The core value of the group brand must be sufficiently inclusive and malleable to include all its subordinate industries. Or all the value attributes of the business.

A group is an alliance composed of multiple companies with independent legal personality. Each group has at least two or more businesses. The group brand is the overall brand of these industrial alliances.

The core value of a product brand is to reflect its personalized selling points through differentiated functional positioning. For example, the positioning of Head and Shoulders shampoo is anti-dandruff, and the positioning of Pantene shampoo is nutrition; while the core of the group brand The value lies in demonstrating the strength, image and value proposition of an enterprise group through an inclusive core value proposition, thereby generating recognition and trust among employees within the enterprise group and external stakeholders. For example, P&G's core value positioning is to be close to life and beautify life. ?.

Compared with the positioning of product brands or related diversified brands in the same industry, group brand positioning is much more difficult. However, the brand positioning of product brands or related diversified brands in the same industry is relatively simple. Product brands such as Nongfu Spring Brand positioning only needs to plan out the differentiated appeals, brand temperament, brand grade, etc. that can impress the target consumer group. Brands with diversified products in the same industry, such as Midea Group, only need to abstract the uniqueness of all Midea appliances. And just select a few points that have significant comparative advantages in the resources and capabilities of Midea Group for brand positioning. However, the brand positioning of an enterprise group must abstract a brand connotation, and this connotation must include multiple industries, multiple enterprises and multiple products under it.

Therefore, before an enterprise group positions its brand, it must conduct detailed and comprehensive research and make timely adjustments to the positioning of the group brand to ensure that it can cover the new industries that the enterprise group continues to enter. . For example, General Motors (GE) has been using the slogan "GE brings a better life" to promote its brand positioning since 1980. In the fall of 2002, GE conducted a comprehensive and current survey of consumers, employees and investors. The results It was found that the brand positioning of "GE brings a better life" only includes its home appliances and lighting. But in fact, GE's products at this time were far more than household appliances and lighting, and also included aircraft engines, power generation equipment, financial services, construction, energy, industrial plastics, water treatment and other fields. To this end, GE has adopted the new slogan "Dreams start the future" to reflect GE's brand positioning as a multi-industry enterprise group. Therefore, the core value of the group's brand must be sufficiently inclusive and extensible.

Feature 2: In terms of brand communication, the group’s brand communication methods and channels are diverse and complex.

The communication objects and purposes of product brands and business brands are relatively single. The focus and goal of their communication is to cooperate with the company's marketing activities to attract target customers to produce purchasing desires and behaviors.

However, the objects and purposes of group brand communication are much more complex than product brands and business brands. The focus and goals of group brand communication are not only to promote the marketing of the products of subordinate enterprises, but more importantly, It is necessary to create a good internal operating environment for the enterprise group and establish a good external image in order to improve the overall operating efficiency of the enterprise group. The brand communication objects of enterprise groups are not only the target customers of subordinate enterprises, but also include company employees, shareholders, business partners (dealers, suppliers, etc.), government agencies, news media, communities, etc. Therefore, how enterprise groups distinguish different communication objects, plan appropriate communication methods and channels, and maximize the value of limited energy and funds is a topic that group brand communication must seriously consider.

Characteristic three: In terms of brand management, group brands are more difficult to evaluate and assess than product/service brands, especially the effect of group brand management.

The management of product brands and business brands can be easily evaluated quantitatively based on their market performance and adjusted in real time based on market feedback. Product brands generally have obvious cyclical and seasonal communication plans. At the end of a cycle, the brand management effect is evaluated through quantitative tools and models such as sales growth, input-output, and profitability.

However, it is generally difficult to quantitatively evaluate and assess the effectiveness of group brand management. Group brand building is a long-term task that cannot be reflected in market performance in the short term. It is impossible to quantitatively calculate input and output, and it cannot produce immediate results. This is one of the reasons why most domestic group companies have not yet paid attention to group brand building. ;