Brand Extension - difficult for enterprises to give up the chicken ribs.docVIP

 PAGE \* MERGEFORMAT 4 Brand Extension - difficult for enterprises to give up the chicken ribs Now, in the cold under the impact of the economic crisis, the once the pace of expansion of the brand extension business who is facing an unprecedented pressure on test day and night not only to withstand the torment of product sales plummet, more serious is the same as brand extension, like chicken ribs , so that enterprises have a kind of tasteless but wasteful to discard the feeling. Once in order to obtain short-term benefit of brand extension complacent corporate operators, this time may be enough to create misunderstandings - have taken place in the brand extension, using the original brand’s endorsement, or the consumer’s original brand awareness and extend the product can be said that is to obtain a certain amount of market sales. However, with the development of market trends, especially in a crisis pressures increase, the days of brand extension than a day a day and slowly radiates heat consumers, the whereabouts to the point where nobody cares about. What is the reason for the brand extension of the problems came to light out? Some people may feel the impact of the financial crisis, some may think the market trend, but the real decision of brand extension failure of the consumer mentality of the original brand recognition, brand extension to become invisible black hole. Mental awareness among consumers, there are many pairs of brand distinction grid, consumers will summarize the original brands, brands of different categories are summarized in mind the distinction between a good grid has long been among the. For example, we in the cola category, the Coca-Cola or Pepsi put there minds were already distinguish between a good grid until we have demand for Coke will naturally choose to buy them from the grid drink Coca-Cola or Pepsi. Wong Lo Kat is now fiery red, is the use of ‘preventive lit drinks’ occupy the minds of consumers awareness of the herbal tea