STUDY ON BRAND STRATEGY OG DIVERSIFIED FROUP—— BASED ON THE CASE OF COFCO
ABSTRACT: In this paper, the brand strategy of diversified groups was analyzed thoroughly based on the case of COFCO. First, theories concerning brand, like brand asset, brand strategy, especially the brand strategy for diversified groups are introduced comprehensively. Second, the author fully analyzes the brand situation of COFCO, including its unique diversified feather, the corporate brand’s performance and connotation, as well as two typical product brands, ‘FU LIN MEN’ and ‘WO MAI.com’. On this basis, this article summaries and indicates COFCO’s brand confusion, such as low social popularity and the poor collaboration between the corporate brand and its production brands. Finally, the writer tries to find several feasible solutions for COFCO’s brand problems. Not only some relevant countermeasures are proposed, but also the connection point around this diversified group’s brands is found. What’s more, benefiting from the successful experiences of ‘P&G’, methods and advices are presented for those brand strategies being practiced effectively.
Key words: diversified group; brand strategy; COFCO