Abstract： P&G company is the first one to carry out multi-brand strategy and it is very successful. Most companies in China rarely realize the importance of building a strong brand, let alone the multi-brand strategy. There are some companies that only see the success of P&G, so they follow the step of P&G without knowing what to do exactly.In the end, they  failed with confusion. Therefore, it is necessary for us to learn the “secrets”of P&G’s multi-brand strategy.The paper introduces some definitions of brand and multi-brand strategy first and the analysis of the multi-brand strategy of P&G’s shampoo industry is based on the campus market of Normal University. Then, the paper collects and classifies the documents concerning strategic brand management, multi-brand strategy,etc.. After that, the paper explores the requirements of applying multi-brand strategy successfully through  the analysis of the combination of four aspects, which  are brand positioning,price strategy,brand names and promotion, with the survey of multi-brand strategy of P&G’s shampoo industry in campus market of Normal University.Finally, the paper figures out what kind of companies are suitable for applying the multi-brand strategy and the timing for applying it.By doing that, domestic companies can actually learn the secrets of multi-brand strategy from P&G and realize the meaning of brands to companies.

Key Words:  multi-brand strategy     P&G     shampoo industry     campus market

摘  要：宝洁公司是第一个成功运用多品牌战略的企业，而在中国鲜有企业意识到建立强势品牌的重要性，更不用说多品牌战略了。有些企业只看到了宝洁的成功就选择了盲从最终以失败告终。因此，我们有必要探究宝洁公司多品牌战略的“秘诀”。本文首先介绍关于品牌和多品牌战略的定义并且以江苏师范大学校园市场为例，对宝洁公司洗发水的多品牌战略进行研究。其次，文章通过对战略品牌管理、多品牌战略等方面的文献资料进行整理与收集，然后将品牌定位、价格策略、品牌名称以及宣传促销四个方面和对宝洁公司洗发水行业的多品牌战略在校园市场应用的问卷调查结果相结合并对此进行分析，探究成功运用多品牌战略的条件.最后，文章探究分析出适合运用多品牌战略的行业以及运用多品牌战略的时机。希望国内企业能够通过这篇论文从宝洁公司学到多品牌策略的“秘诀”并且认识到品牌对一个企业的重要意义。

关键词：多品牌战略     宝洁     洗发水行业     校园市场

Contents

Abstract II

摘  要 III

The list of figures VI

The list of tables VII

Chapter One Introduction 1

1.1 The problem 1

1.2 The significance of knowing the multi-brand strategy 1

1.3 The goal 2

Chapter Two Literature Review 3

2.1Brand 3

2.1.1What is brand 3

2.1.2 What is brand decision 3

2.2 Multi-brand strategy 3

2.2.1What is multi-brand strategy 3

2.2.2 The advantages of multi-brand strategy 4

2.2.3 The disadvantages of multi-brand strategy 5

Chapter Three Methodology 6

3.1 The SWOT analysis of P&G 6

3.2 The analysis of P&G’s multi-brand strategy on its shampoo industry 7

3.2.1 Differential and precise brand positioning 7

3.2.2 Flexible price decisions 9

3.2.3 The communication strategy of P&G’s shampoo brand names 12

3.2.4 The communication strategy of promoting brands 13

Chapter Four Results and Analysis 15

4.1The premises of implementing multi-brand strategy 15

4.2 The timing chosen to implement multi-brand strategy 15

4.3What kinds of industries are suitable for multi-brand strategy? 16

4.4 The inspirations we can learn from P&G 16

Chapter Five Conclusion 18

Appendix 20

The list of figures