可口可乐公司的多品牌营销策略

很多的国际公司不再仅仅关注一个品牌本身的管理。这是因为在品牌管理中，更多的问题出现在同一公司旗下多品牌系统的管理和品牌网络架构上。越来越多的公司关注作为整体的一部分的品牌之间的联系。这种变化导致产生了多品牌策略新的问题。人们试图找到同一公司旗下多品牌之间的最佳管理方法。 同一公司旗下多品牌之间的联系已经超出了传统的品牌管理模式，转而成了多品牌共存问题。同一公司旗下的几个核心品牌之间的共存问题表现在两个方面：一方面是品牌架构问题，另一方面是品牌组合问题。这两各方面分别被重点研究过，但是这两者在多品牌管理上的联系，互补和相反的地方却从未被发掘。至今为止，品牌架构和品牌组合怎样互相融合，互相补充和互相排斥很少受到研究者的关注。本篇文章旨在通过分析同可口可乐公司多品牌之间的联系来挖掘品牌架构和品牌组合之间的联系。对品牌架构和重组之间联系的研究可拓宽品牌研究的范围，特别是在策略上。

关键词: 多品牌；策略；管理方法；联系
 
Abstract

International companies are no longer concerned solely with the management of the brand itself. Because among the most relevant problems referring to brands, a majority of them relate to the management of a multi-brand system within the same company and with the organization of these relationship with the framework of a brands petwork. Many firms are concerned about the definition of the relationship between brands within the company as one piece of the whole. This change leads to the development of new queries regarding multi-brand strategies and to the search for the best management of the relationship between brands. This relationship between several brands within the same company exceeds the traditional models of brand management to turn towards the coexistence of brands whose relations have to be regulated. This coexistence of several brands within the core of the core of the same company appears within two dimensions; on the one hand brand architecture, and, on the other, brand portfolio. These two dimensions have separately been the focus of significant research work, however it remains to be seen how these methods of managing brands are linked and how they might be complementary. This issue of how brand architecture and brands portfolio fit together, and how they complete or exclude each other has attracted very little attention from researchers up to now. The goal of this article is to analyze the workings of brand relationships at the heart of Coco-cola company so as to define what is the nature of the links between brand architecture and brands portfolio.

Key words: Multi-brand; strategy; management; connection

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