2025，大厂品牌部大撤退

Core Viewpoint - Major companies are undergoing a "brand retreat," integrating brand departments into public relations or marketing divisions, indicating a decline in the strategic importance of brand management [3][5][13]. Group 1: Brand Department Changes - A significant trend is the dissolution of independent brand departments, with companies like JD and 360 merging these functions into marketing or public relations, reflecting a shift towards efficiency and cost-cutting [3][5][6]. - In 2024, only 40% of Fortune 500 companies will retain a CMO position, with many opting for roles like SVP or VP, indicating a broader trend of integrating brand functions into other roles [5][6]. - The brand function is increasingly being aligned with business objectives, focusing on growth metrics like ROI and conversion rates, rather than maintaining a standalone identity [7][12][13]. Group 2: Brand and Public Relations Integration - Companies are merging brand and public relations functions to create a unified communication strategy, emphasizing the importance of managing corporate identity and social perception [16][20]. - The integration of brand functions into public relations is seen as a response to the heightened risks associated with brand reputation in a rapidly changing media landscape [20][21]. - Public relations professionals, often with backgrounds in traditional media, are becoming crucial in managing brand narratives and responding to public sentiment, contrasting with the more aesthetic-focused brand marketers [18][19]. Group 3: Long-term Brand Strategy - While short-term efficiency gains from merging brand functions with business lines are evident, there are concerns about the long-term implications for brand equity and consumer trust [14][15][28]. - Companies must balance immediate performance metrics with the need to build lasting brand value, as neglecting brand development can lead to vulnerabilities in competitive environments [14][15]. - The evolving landscape requires brands to be seen as a collective effort across various departments, rather than the responsibility of a single team, highlighting the need for cohesive brand management [26][30][31].