Brand umbrella under the cool shade better-.doc

 PAGE \* MERGEFORMAT 11 ‘Brand umbrella’ under the cool shade better? Brand extension refers to the enterprises in a successful brand - works constantly introduce new products, but also that the business portfolio items all products using the same one brand name (including brand marks), also known as a unified brand strategy or ‘family brand name’ strategy . Since this strategy applied in a number of domestic enterprises and achieved great success, other companies followed suit, forming a powerful momentum, and some are even enthusiastic about this method, use it as pre-show market, to expand the operation scale of the magic weapon. Brand extension strategy does have its unique marketing capabilities, false if used improperly, often fail to pre-hope kind of enterprise realm, might even be counterproductive. Therefore, the brand extension need to consider carefully. First, the effect of brand extension A unified brand strategy has three main recognized advantages. First, reduce the product cost of advertising promotions. Because as long as a brand advertising and other marketing activities, it means that all products of enterprises have carried out a publicity promotion. Especially in today’s promotional advertising expenses in the total cost of product marketing, higher and higher proportion of cases, this advantage becomes extremely obvious; secondly, it is highly beneficial to new products entering the market. Apply the old and the brand new products, we can share the ‘brand umbrella’ effect. Old brand provides the consumer awareness of the product’s shortcut, so that enterprises do not have to start from scratch to establish brand awareness. This is due to people familiar with the acceptance of things of things than the new higher rate of acceptance, and the new products that consumers are already familiar with the elements (ie, old brand), the consumers were more receptive to this new product to convey different information; Third, the unified brand cond