Research On Selection Of Brand Strategies Under Enterprise’ Growth Strategy

With economic globalization and market competition intensifies, companies are facing a complex market environment. In order to seek faster development or being more profitable, enterprises should begin to enter the new field, where businesses associated with the original areas of expansion, or completely unrelated to the original areas of business expansion. Therefore, the research has important implications for corporate business development in the growth strategy brand strategy selection problem.Based on the review of domestic and foreign scholars and relevant research to business growth strategy and brand management theory, in this paper, make use of the exploratory case study on the basis of multiple methods and grounded theory to identify the companies under different brand growth strategy optional strategy and influencing factors. Then using content analysis, derived under different growth strategies companies choose a different brand strategy should be considered the dominant factor, and thus provide the basis for business decisions. Specific conclusions are as follows:First, in the related diversification strategy, there are three alternative brand strategy, brand extension strategy, muti-brand strategy, main and sub-brand strategy. In unrelated diversification strategy, there are two alternative brand strategies, brand extension strategy, and the new brand strategy. In the vertical integration strategy, there are two alternative brand strategy brand extension strategy, muti-brand strategy. Second, in the relevant diversification strategy the company selected brand extension strategy, brand and product as the main factors. The company selected muti-brand strategy, market factors and business factors as the main factors. The company selected main and sub-brand strategy, product factors and brand factors as the main factors. In non-related diversification strategy the company selected cross brand extension strategy, brand and product factors as the main factors. The company selected the new brand strategy, brand and business factors strategy as the main factors. In the Vertical integration strategy, the company selected brand extension strategy, brand and product factors as the main factors. The company selected muti-brand strategy, market and product factors as the main factors.