The Principle Of "No Two" In Brand Management

The brand strategy of the "children's grandchildren" group has gone through 20 years of brilliance, and the trend has declined. Now it has returned to the age of "brand not two", but it seems inevitable.

The 2012 spring summer in Milan at the end of 2011

D&G was launched in 1994. It was originally a lower sub brand relative to Dolce&Gabbana brand positioning. Because of its lower price than its parent brand and boldly humorous and wild elements, D&G has contributed more than half of Dolce&Gabbana's revenue to nearly 40% of its profits.

For a long time, D&G's popularity has even surpassed its main brand.

Voluntarily giving up D&G, a subsidiary brand with strong absorption capability, has gradually closed the production line authorized by D&G brand to Procter & Gamble perfume, which has puzzled the industry for a while.

In this regard, Dolce&Gabbana founder's explanation is to

As a matter of fact, D&G, a subsidiary line brand, has made a lot of contributions to Dolce&Gabbana in the world. It not only lies in the lower price and younger positioning, but also expands the sales volume of its products. Meanwhile, the brand name of Dolce&Gabbana comes from Italy, and the D&G brand name that is easy to remember is also easier for consumers of different cultural backgrounds to accept.

As a sub brand, D&G is about 20% cheaper than the main brand, and has a younger position. This is very useful for improving sales.

At the end of the big bang in 1980s, sub brands were popular.

A classic game of fashion design circles is to be a high-end owner.

In this sense, Dolce&Gabbana's decision to make a self-determination showed strong self-confidence and boldness. In fact, it was the same as Apple's brand strategy in that year. When Jobs returned to apple, he cut down a lot of product lines in the first place, and finally retained only 4 products. The two founders of D&G were also thinking of the same thing, concentrating all their energy on one thing.

Over the past 20 years, a trend of fashion brands is the rise of vice brands and become the trend. This trend has also spread to many consumer brands, adding sub line brands, expanding sub brands, and adopting wolves siege tactics on brand strategy has become a magic weapon for many enterprises to seize market opportunities.

For example, Procter & Gamble's most typical approach is to fight with multiple brand groups, and wish to monopolize more than 80% of every subdivision of personal care products. In the mobile phone industry, too, a magic weapon for NOKIA's success is to launch thirty or forty different models in one year.

But the launch of iPhone is just the opposite. When others are working hard to develop the brand group, Jobs has to rely on a brand to fight the world, and only publish a product every year. This requires not only great effort but also extreme confidence in products.

The sudden emergence of millet is also an example of insisting on "brand unmatched".

In the initial launch of the mobile phone market, Xiaomi was prepared to simultaneously release two main frequency 1.5G hertz and 1G Hertz products, which even spread that 1G Hertz product line was ready to start, but Lei Jun resisted, and finally decided to make only one product, only to take the high allocation route, firmly adhere to his Internet seven character formula "focus, extreme, word of mouth and fast".

The persistence of this brand and the cultivation of fans culture brought Millet's unprecedented success in the market.

In February 19th, millet mobile phone has created a new record. In two days, more than 920 thousand of rice noodles were competing for 1000 Yaohao mobile phone starting commemorative version of the Yaohao application.

The pursuit of commanding height, attractive pricing, single brand and product strategy reduce the cost of brand word of mouth maintenance, and make it easier to concentrate resources to make the product the ultimate, and enhance the fans' recognition of brand image.

Nowadays, many mobile phone brands are beginning to regain the strategy of "Huang Huang" in the past. After more than 20 years of brand wolf tactics, they returned to the era of brand name.

In fact, behind the trend of "brand is better" to return to specificity is the change of historical background.

More than ten years ago, brand diversification has become a common practice in many consumer products. To a large extent, it depends on the fact that the original information is not as heavy as it is today. The social media is far from being so developed today. The multi brand strategy can increase the exposure and brand recognition of the brand in front of the information deficient consumers. However, with the diversification of opinions expressed by the development of social media, the more complicated the product line is, the more complex the product line will not only make the product management complex, but also create a multifarious reputation evaluation. It is rather difficult to stand out from the crowd.

After more than 20 years of brilliance, almost all consumer products have strives to pursue the trend of "group of children and grandchildren" in the brand strategy. However, they are now returning to the age of "brand unmatched".