How To Optimize And Make Use Of Brand Portfolio Strategy

With the deepening of market economy,brand has become a trend.For modern enterprises,brand has become one of the core elements for the development of enterprises.So,more and more enterprises are aware of the importance of brand,brand building has taken more attention by enterprises.During the development process,there will be a number of brands,how to choose an effective brand combination strategy to achieve the advantages of the organic combination of the brand and the formation of the largest brand force is particularly important.Brand strategy is an important part of enterprise strategy,which should meet the long-term development plan of the whole company.When the brand strategy cannot effectively support the development of enterprises,it needs to be adjusted.But the adjustment is not the purpose,the purpose is to be more suitable for the enterprise’s own brand strategy landing,specific to every detail of the daily work of the brand expression.For successful brand,each employee and each element represents the brand image of the enterprise.Brand portfolio strategy is a more common brand strategy.In our case study,the A corporation is a global pharma company.From 2014,the company launched the project of brand building,including the analyses of situation of brands,brand structure adjustment and so on.Then,the company experienced the transformation and sublimation of brand portfolio strategy.Under the background of branding,this case provides the valuable enlightenment for many foreign Corporation and local Corporation on how to build their brand portfolio strategy.