Haier brand extension failures and national brand extension of the reflection.docVIP

 PAGE \* MERGEFORMAT 3 Haier brand extension failures and national brand extension of the reflection First, the status of our national brand extension Reform and opening up, China’s various industries brands calendar contains nearly 30, through a rather lengthy trial and error and practice, is, indeed, many well-known achievements of the national brands, these brands become the industry leader in the brand after the beginning of its brand extension and expansion of the brand . As China’s Haier brand leader of its main business is extended to color televisions, water heaters, microwave ovens, mobile phones, computers and other electrical and electronic products, and even medicine, logistics, financial sector. Haier, however, eager to expand the performance of these new industries are far from satisfactory, for example, Haier planted in the computer industry on a non-small somersault, the computer industry is a high-tech industry, and obviously the current operation of Haier’s brand marketing concepts and models does not match Similarly, Haier’s performance in the mobile phone industry is doing nothing ... ... a sure harbinger of many problems in Haier brand extension strategy failed! Haier so, other industry leaders in brands such as Wahaha, seven wolves have a decent performance though, but as a whole is also not optimistic about the brand national brand extension strategy worthy of our attention? Here we learn about the world’s most appealing of the two brands. Second, Apple, Harley-Davidson’s brand of religious I believe we have Apple, Harley-Davidson motorcycles are not unfamiliar, as the world’s two most influential brands, their products sought after by numerous consumer frenzy has reached an alarming extent. Why do they have such influence? Apple’s business from the PC, started out 80 years beginning with the computer industry’s ‘number one giant’-IBM’s personal computer business competition (PC), to emphasize the individuality of apples could not