Research On Theory And Empirical Of Group Corporate Brand Management And Control

With the advance of economic globalization, the brand building of our groupcompanies become increasingly important. The group company’s brand managementand control is a complex systems engineering, is an important part of promotinginnovative development of our group companies.Group corporate brand management mechanism is more complex than the singlecorporate brand. The paper extends brand management from the monomer to theGroup’s brand portfolio management, brand management focus to brand controlaccording to the existing theoretical results. In this paper, we analyzed thecharacteristics of Group Brand Management at the theoretical level, and described onthe Group’s corporate brand management and control law. Main content of theGroup’s corporate brand management and control system, include Group corporatebrand positioning and re-positioning, the Group corporate brand communications, theGroup corporate brand integration and synergy, the Group corporate brand maintainand protect. I hope to be able to lay the foundation for future research in related fields.In the last part of this paper, I took Brilliance Automotive Group as a researchobject, its Brilliance Group brand include Jinbei, Zhonghua, BMW Brilliance. In thecourse of the study, according to the control feature of the Group corporate brand, theGroup corporate brand management and control system and the implementation ofdevelopment are analyzed and discussed, in order to explore the practice. The ultimategoal of this writing, is to provide theoretical guidance for the practice of our Groupcompanies in brand management and control in order to practice.