The brand is the enterprises in the so-called“mind shelves”of the customer with the associations of the image, commitment and experience, it represents a kind of commitments to the customers. For now on, the M- social trend, after the main middle class of consumption is fading on the former market, enterprises have to plan the new strategics of brands , to restructure the products and vision of the marketing. There are two kinds of customer only in the future: One is upper- class customer, of who are richer and richer, to live in more and more luxurious. The price is not a problem to them, but the needs in luxurious completely. Such of the products with the uniqueness of value, enjoyment are the key issues for them to purchase on an impulse. Comparatively the level of middle-low stratum, the left side of the M-social, is occuping the largest market share. And to increase suddenly year by year, in which of the members have a totally different appearance and demands with the ones in the past, oppositly, to expect the products with the high quality but the lower price and high-standard service, and this is so-called ”New luxury doctrine“.
Such a trend of new market under the M-social, the enterprise group with the marketing strategy of multi-brand, they have to revise it in order to follow up. The purpose of this research, to probes into the strategics of the multi-brands mainly: Observing the consciousness of brand through whether consumers know that different brands come from the same group, and meantime, the effect of the market competition caused by differentiation in price among the different brands and the level of consumer disposable income. This research regards the brand consciousness, complementary result and robbing result as dependent variables, and regards whether consumers know with different brands come from the same group , the differentiation in price among different brands, and the level of consumer disposable income as independent variables. And to make the regression analysis with SPSS10.0 .
After our research and investigation in this thesis, we verify the direction of the multi-brand expanding in the future, which have to extend downwards, and the course of the brand extends downwards should seek for the consciousness of consumer to know about the brand-subordinate with the mother''s brand.