Research On The Synergistic Relationship Between Corporate Brand And Product Brand

Corporate brand and product brand have very close relationship. Corporate brand can provide endorsement effect for product brand in marketing activities, and product brand is the groundwork for the growth of corporate brand. According to the development period of the brand theory, the traditional times of product brand and service brand have risen to the level of corporate brand. Much more scholars pay more attention to study the relationship between the two kinds of brand, and many enterprises launch more resources into building corporate brand. So it is very important to study how to combine corporate brand with product brand, how the influence factors act on their relationship and how to get the synergistic effect of "1+1>2". The purpose of this thesis is that: finding the associated assets in the brand building process by analyzing the relationship between corporate brand and product brand based on synergistic theory. Then we can give some advice to enterprises about how to dig, use and manage their own intangible assets effectively.This thesis utilizes the combination methods between normative research and case study. Based on packing up the existing literature, the thesis builds a conceptual model of synergy about corporate brand and product brand. Then it analyzes some influence factors and lists the synergistic effects by using normative research. Finally, the thesis analyses Lenovo brands framework and gives some suggestions by means of the desk study and questionnaire survey.This thesis comes to some conclusions as follows: building process of the brand can be considered as brand value chains, and it needs the resources of enterprises. Based on this concept, a conceptual model of synergy about corporate brand and product brand can be built by digging and using the associated assets. Three forms of the synergistic relationship are organizational framework synergy, brand image synergy and market performance synergy. In order to achieve the synergic relationship, enterprises in themselves must provide some support conditions, including resources, systems and coordination of organizational inner relation. And marketing forces, corporate strategies, organization structure are three important influence factors. After synergistic relationship is established, some synergistic effects will be brought: promotion of brand image, enhancement of brand value and improvement of market performance.