Study On Diversification Brand Management Of Sinochem Group

In Recent years, the state owned enterprises have continuously reformed and forged into lots of giant enterprises groups under the Chinese market economy system. As while as contribute to the state economy, the branding chaos occurs during the integration and development of mass brands when these groups merge and expand.This paper uses Sinochem Group as an example, to illustrate the problems it is facing in the rapid business development recently, and study the origins and impact. Finally find out an appropriate resolution of Sinochem Group’s brand management via such marketing theories of brand management, brand positioning, and brand expansion, etc. with the case studies in this field of both global and domestic companies nowadays.In this paper, we started with the indistinct brand position, analyzed the disordered brand organization of Sinochem Group, and finally conclude a proper brand position and a clear brand organization with theoretical methodology. Meanwhile because of the historical reason, we stress on how to differentiate the brand awareness with another great enterprise. This has not been studied in former studies and could be an innovation and highlight of this paper.The proposal given here is to identify an explicit different brand position and insist on multi-brand organization management strategy; to reform the organization system, in order to set up a clear expert department who responses the brand management; to card the current chaotic brand chart; and to enhance brand awareness in terms of an integrated brand communications.In addition, there are lots of papers researching on the successful cases already and most are theoretical. Barely papers paid attention on the brand management of the state owned enterprises. We want to use this opportunity, abstract a right way to solve the problems in branding, and make some help in brand management for our giant state owned enterprise groups by studying the case of Sinochem Group, and learning from the cases of COFCO, Fortune, etc.