Brand Integration Strategy Of APP China Coated Paper

In recent years,people's consumption concept has gradually upgraded from product consumption to brand consumption.In the face of fierce market competition,more and more enterprises that implement decentralized management begin to integrate their own brands,and constantly improve their competitiveness by building strong brand portfolios.As the largest supplier of coated art paper in China,APP(China)currently has three coated paper mills in China.In the face of fierce market competition,the three mills that should have cooperated with each other,while had fierce brand competition with each other.This disorderly brand competition not only damaged the brand reputation of APP,but also seriously affected the group benefit of APP China.Based on the analysis of the development process of the three mills and the market positioning of each brand,this paper finds that the management lack of awareness of brand marketing,unreasonable organizational structure and KPI setting lead to malign competition among internal brands.In order to eliminate such problems,this paper proposes to integrate existing brands.Through further analysis of the market influence and positioning of each brand,the direction of brand integration is put forward:1.sharing the brands between 3 mills,endorsing the superior product brand by the group brand;2.Unifying the product logo,integrating the brand communication and marketing of the three mills;Through preliminary integration,the proportion of sales of the superior brand is constantly increasing,and the average unit price of sales in the market is also significant.This paper mainly includes six parts,which are introduction,theory and literature review,development and market environment analysis of coated paper industry,brand management status of APP(China),brand integration strategy,steps and conclusions of APP(China)coated paper.