A Study On The Brand Portfolio Strategy Of BL Group

With economic globalization and the transformation and upgrading of China’s equipment manufacturing industry,for large enterprises Group,along with mergers and acquisitions,business expansion of the market,there is often more than one Group brand.The original single-brand group into a "brand cluster," Brand Management Group becomes the focus of a brand portfolio management,with the ultimate goal is to maximize efficiency and brand portfolio.Tianjin BL Group as the large state-owned equipment manufacturing enterprise group,under which there are more than 20 holding companies,more than 10 sub-brands.In the development process,since subordinate enterprises brands,more dispersed,resulting in overall Group brand advantage is not prominent,lack of a unified visual identity image,but also affect the Group’s distribution and utilization efficiency of resources.Faced with numerous affiliated enterprises brand,how to build a clear coordinated and covers several industries brand portfolio and brand portfolio strategy by the group control,thus creating a strong Group brand,has become placed in front of the group of managers’ important issue.Based on brand and brand management,brand portfolio strategy based on the theory of brand portfolio and group control,starting from the analysis of BL group internal and external environment and competition,strategic point of view,using BCG matrix model group strategy of industrial structure is analyzed,using the analytic hierarchy process(AHP)based on expert scoring at the same time,the brand competitiveness analysis was carried out on the group’s brands,based on this,constructed the group brand portfolio strategy analysis model,and according to the combination of each brand in the role,status,function,the BL group brand portfolio strategy is determined.Finally,from the perspective of group control,analyzed the BL group brand portfolio strategy implementation plan and process,and further put forward the conclusions and recommendations.Hope to BL Group,for example,is China’s equipment manufacturing enterprise group operations and brand portfolio management,providing useful information and reference.