Brand extension trap alert.docVIP

 PAGE \* MERGEFORMAT 8 Brand extension trap alert ‘Wahaha’ was originally a children’s nutrition drink brand, which appeared on an extremely distinctive personality Bode the children a good impression, so that the product quickly popular in river north and south. However, I do not know since when, in this brand emerge one after another under the Wahaha red bean, green bean soup, rice pudding Wahaha, Wahaha purified water and other products. These products are not only further away from the ‘child’, but also further away from the ‘nutritional drinks’ such as the original properties of the Wahaha brand. Manufacturer’s brand extension strategy for the results? Maybe in the short run pretty good, but it has begun to blur the original Wahaha charismatic personality. Many consumers from the handsome guy in the face of TV The Way We did that ‘my eyes only you’ Wahaha purified water advertising, his face full of confusion, the original mind the kind of ‘Wahaha is a very good child nutrition drinks ‘beliefs have become blurred and shaken. Thus, in the long run, this could be a bad omen for Wahaha. Yes, there are some companies successful implementation of the brand extension strategy. For example, Sony will use a brand launched its all products. However, the case of brand extension failure is everywhere, so many experts to brand extension as a trap. One trap and damage the image of the original brand of high quality. If the high-end brands used in low-grade products, it may fall into this trap. Years ago, the United States, ‘Parker’ pen high quality price expensive, is a symbol of identity and dignity, many social elites like with a Parker pen. However, the new general manager in 1982 after taking office, the Parker brand for each of the low price of only 3 U.S. dollars on a pen as a result, Parker’s not only failed to successfully break into the low-end pen market, but lost the part of the market for high-end pen . A substantial decline in its market share, sales i