Brand extension strategy.docVIP

 PAGE \* MERGEFORMAT 13 Brand extension strategy Everyday life that people say that a person greedy, often ‘eating bowl, and watching the pot’ to describe the same we use to describe the greedy who certainly is not today’s brand managers too, because enterprises in the market to expand, even for a new brand is also encountered in the brand extension will be a natural temptation, but how companies a reasonable profit for this brand extension has become the brand manager’s most important work? As a people, to grow tall, but also length and width, the brand’s growth, too, the brand in the growth and development process should also extend continuously in the domestic is usually made between a brand across different areas of industry, the brand collectively referred to as a simple expansion of the brand extension, we believe that this is not comprehensive, and it is narrow, as we cited above, as the brand extension should be divided into two levels of brand extension and vertical extension of the brand in two ways. Brand extension refers to the level of the different brands within the brand line or product line extensions, the parent brand or business across different industries, covering the different categories of extension, of course, the level of the brand extension is not confined to a single brand strategy; Brand refers to the vertical extension of the brand within the framework of the existing brand to expand the brand line is between the upper and lower in the industry an extension of the vertical extension of the brand is not only a single brand strategy. Vertical extension of the brand For China’s enterprises, when the market deterioration of the environment and corporate attempts to expand the market, brand managers will be affected and the attempt to brand their vertical expansion, which is not surprising that they would introduce their brand to the On the surface more attractive large, than they are now a market place in which a rating of high or l