Brand extension should be noted that four issues.docVIP

 PAGE \* MERGEFORMAT 6 Brand extension should be noted that four issues Enterprises in brand extension brand extension must recognize the essence of scientific operations. Whether in the domestic big brands and small brands are more keen on the brand extension, and believe that brand extension will bring benefits for business and development, but this is not the case, from the many cases of failure of the brand extension is not difficult to find China’s enterprises in brand extension that exist in a number of issues, mainly in the following four areas: A brand extension of the random blindness. The author of the brand in the long-term research and brand consulting for the enterprise to do the course found that Chinese enterprises, especially small and medium enterprises, when carrying out the performance of brand extension is very casual. Because the majority of decision-making, the brand is the boss and a final say, many business owners because of the lack of brand extension expertise, when making decisions, is very arbitrary. I put their decision-making behavior is called ‘three shoot the decision-making’. The brand decision-making process is often the boss a racking our brains on so be啦 , will be followed by the performance of self-confidence of the two each of the offerings, they do so in啦 , no problem, finally the problem啦 messed up, they shoot the thigh, mother, and how is that so. I have come across such an enterprise, which is to do a dairy enterprise, the enterprise was originally done are mainly three low-grade milk market, in fact, low-grade milk, how he did not like the boss of milk does not make money too low, so on the milk to high-end extension of the results is not sold high-end milk, not as good as the original low-end milk, so the boss heard that apple cider vinegar to make money, so he began to drink apple cider vinegar extension, the final outcome can be imagined, what are did not do a good job, business failure eventually closed. Sec