Brand learning Chapter X- brand expansion.doc

 PAGE \* MERGEFORMAT 33 ‘Brand learning’ Chapter X: brand expansion The 21st century is the century of the brand aspect, the brand has become the company’s most promising assets, brand expansion into the development of enterprises, an effective way to expand the brand. Many enterprises to make sales to increase the use of brand expansion, business growth, access to a good economic and social benefits, however, there are also some enterprises in brand expansion in the operation of the blind, the lack of strategy, there is not conducive to business development, brand development of the adverse effects of , anti for their hardship, bear the scars. Brand expansion is a science, a technology, but also technical means, we should include the careful study in order to promote the success of companies and brands. First section the concept of brand extension and expansion of the reasons for First, the definition of brand expansion Brand expansion is a broad concept of meaning, it involves a broader scope of activities, but specifically, brand refers to the use of brands and includes the expansion of capital for development and promotion activities. It refers to the brand extension, brand capital operations, the brand’s market expansion etc., but also specifically refers to the transfer of the brand, brand licensing and other activities. For example, Qingdao Haier Group, China’s well-known brand-name enterprises as its ‘Haier’ brand has a very high value. In the mid-80s, Haier the first to promote the launch of ‘Haier’ Haier series refrigerator, to achieve success, but also the brand expansion, lost no time in launching a Haier washing machines, Haier TV, Haier air conditioning until the computer and Haier Haier mobile phones. Haier’s brand expansion so that it was a great success. In another example, Japan’s SONY Corporation to the tape recorder from the radio, to TV’s brand expansion; U.S. quaker oats company from卡邦克伦茨 brand dry flour to the卡邦克伦茨 brand ice cream b