Chia Tai Group's Brand Strategy Research

This article along the enterprises Charoen Pokphand Group of owned brands in the development of China and Thailand, With Brand strategy as the starting point, expand System study, Purpose is to analyze in the different social and cultural company background in the context of brand name, positioning and communication differences. And through by Charoen Pokphand Group's implementation of multi-brand strategy to analyze and compare research,from analyze the implementation of the multi-brand strategy gains and losses, this for other companies and the implementation of the Sino-Thai corporate brand strategy and more for reference, and business strategy in the domestic market as the reference. Finally, to Charoen Pokphand Group's brand communication and further development of recommendations.First, recognize the brand positioning of brands and have a significant impact, in other words, if there is no brand positioning, product marketing and the entire brand on the whole is meaningless. At the same time the brand positioning is an important foundation for brand communication, brand communication will be set by means of media to convey the brand image to target consumers, brand positioning is designed so that brand image in the minds of consumers occupy a unique and valuable location. In addition, the brand positioning must also be able to reach through brand communications, and the brand positioning, the brand communication must be based on the premise, because the brand positioning determines the content of brand communication. Left the overall image of the brand in advance of the design, then spread the brand has lost direction and basis. So, to say Brand positioning and brand communication are interdependent both indispensable.Second, as the Charoen Pokphand Group (CP Group) of this multinational group in particular is implementing a multi-brand strategy of enterprises should focus on the different of national, regional consumers, history, culture, customs and values. From among of looking for a breakthrough, to establish the most appropriate brand strategy. Those who do not know how to apply strategic thinking to guide the various operating companies, there is no attention to foreign culture, customs and values of the multinational corporations will eventually not have good development prospects, with this on the Charoen Pokphand Group, in domestic and foreign multi-brand communication strategy, brand naming and positioning strategy of research and analysis, that we hope able for some Chinese to Thailand or Thailand to China for develop in business do not have the financially strong companies like Charoen Pokphand Group to provide some reference views.