集团企业往往拥有较复杂的品牌架构,通常不止拥有一个品牌,除了母公司拥有品牌外,其形形色色的子公司、孙公司也拥有自己的品牌。对于国有保险集团企业这类多级法人制企业也是如此。品牌架构回答了一个企业需要多少个品牌、品牌之间是什么关系这两个问题,并从战略角度解决如何整合企业内部资源,处理好品牌间的组合形式和结构,并使之成为有机协同的整体。 Group companies tend to have more complex brand structure, usually with more than one brand, in addition to the parent company has a brand, its various subsidiaries, Sun also has its own brand. The same is true for such multistage corporations as state-owned insurance group companies. The brand architecture answers the two questions of how many brands an enterprise needs and how the brands are related, and how to integrate the internal resources of the enterprise from a strategic point of view and handle the combination and structure of the brands and make them an organic collaboration overall.