统一商标策略即企业生产的所有产品均以同一种商标进入市场,这样只要建立了一种产品(拳头产品)的信誉,便可籍以推动其它产品的销售,并可节省广告开支,有利于树立企业形象。不过,这种策略也有缺点:如果主打产品丧失信誉,其它产品将跟着受害。个别商标策略即企业根据不同产品的性质、特点,采用不同的商标以满足不同消费者的需要。这样可以扩 The uniform trademark strategy means that all the products produced by the enterprises enter the market under the same trademark so that as long as the credibility of a product (fist product) is established, they can promote the sales of other products and save advertising expenditure, which is beneficial to setting up Corporate image. However, this strategy also has its drawbacks: if the flagship product loses credibility, the other products will suffer. Individual trademark strategy that enterprises according to the nature of different products, features, using different trademarks to meet the needs of different consumers. This can be expanded