Brand Portfolio And Architecture In The Development Of Chinese Brand Portfolio

Along with the development of economy, there are more and more products and brands in the market. In the western market, enterprises and companies keep on extending, acquiring and re-organizing. During this process, they continue to enrich their product line, brands and sub-brands. In order to make all the sources of enterprises more effective and efficient to support their brand development, they use brand portfolio and architecture as a useful tool.The brand portfolio includes all the brands and sub-brands attached to product-market offerings, including co-brands with other brands. It is multiple relationships among brands, sub-brands and the strategy of company. Brand architecture is the way in which the brands within a company's portfolio are related to, and differentiated from, one another. The brand portfolio and architecture can help enterprises choose their brands and segment market according to their strategy so as to support the enterprise growth.This article summarizes the main options of brand portfolio and architecture theories in the base of massive academic material and research papers. Then it provides a common model of brand portfolio and architecture after analyzing several practical cases of foreign companies.This paper also analyzes the current situation of Chinese market, the awareness of the importance of brands and the development and problems of brand management in China. Combined with the development of brand portfolio of Wuliangye Group, this article suggests a practical model of brand portfolio and architecture for Chinese companies, hoping to provide a new way of brand management in China.