Academic New Thinking brand extension - from the perspective of improving customer perceived value.docVIP

 PAGE \* MERGEFORMAT 12 Academic New Thinking brand extension - from the perspective of improving customer perceived value Brand extension on all of the forest for the trees seem to have suspected. Because our starting point to explore the issue has been around the brand and consumers to maximize the economic value of the acceptable range of brand extension, but ignored the consumer as the main consumer in the consumer life has always been to achieve and enhance self-worth as the goal of the objective facts. (A) the forest for the trees of the status and way of thinking of the defect At home, industry pros and cons of brand extension, and explore the rules of the game already has nearly a decade, and published a large number of articles on this aspect. Personally, I was also in 2004 published an article entitled ‘brand extension rule’ article, this article so far on the Internet are also considered such an article in the most recognized and views, one of the highest in the article. Now, however, in retrospect, I and all colleagues in the industry on the brand extension of all of the forest for the trees seem to have suspected. Because our starting point to explore the issue has been around the brand and consumers to maximize the economic value of the acceptable range of the brand extension - of the phenomenon, namely, products and brand culture relevance - feather flock together aspects of abstraction and summary at the expense of consumers as the main consumer in the consumer life has always been to achieve and enhance self-worth as the objective fact. As early as about ten years ago, our marketing circles has gone from enterprise-centric to a customer-centric to changing attitudes. Since 2002, has undergone from the product, brand values to customer value to changing attitudes. However, in the brand extension of this academic issue, not only in our country, in fact, global marketing and branding industry research perspectives are even stay in for the main