Brand extension- the wisdom of wading through a minefield of.docVIP

 PAGE \* MERGEFORMAT 18 Brand extension: the wisdom of wading through a minefield of Reference to a ‘brand extension’ to this topic, in our mind would immediately flash a lot of success stories and failures, let us feel, the brand seems omnipotent, the brand seems fragile incompetence. In the ‘omnipotent’, we have the ‘Haier’, it seems that every day in order to ‘Haier’ pride in the brand extension on the road often makes mention of a mantra is: Haier can, why can not we? In the ‘weak incompetent’ side, but often bring 80 years of the last century’s ‘New Coke’ case that the ‘consumer awareness is sacred and inviolable’, and thus move towards the other extreme, and thus miss good opportunities. In enterprises, the collision of these two concepts are basically become a commonplace, are common. And often the public km each side have po science, fights bitterly. Looks like a simple LOGO, how could cause such a big arguments? Why do some people are willing to extend the brand, adhere to a fresh move to eat around days, while some people are firmly opposed to the brand extension, it has become so cautious? Where are the root causes of conflict? Remember that high-end Mengniu milk ‘Deluxe’ market success, Mengniu Dairy beverage division in order to ‘take this chance’, we have developed a cream called ‘Te Lun St. Snow’. But had done a lot of signs advertising the streets of Hohhot. At that time, when I returned home was very sorry to see their ads, the first reaction is: Oh, one, hey fucks the brand again. However, things are not as bad as I imagined. First time in a month, Mengniu Dairy put the ‘Te Lun St. Snow’ renamed as ‘thulin St. Snow’, ‘Deluxe’ in this high-end brand of milk, and does not extend to the ice-cream on. This behavior I was very pleased with the number at the same time also some surprise, thinking: Oh? Mengniu has Gaoren ah! Later, there was a source tells me to stop the operation of this brand extension is the central figure in Niu Genshen