Mystery of missing brands - brand extension of the confusion.doc

 PAGE \* MERGEFORMAT 16 Mystery of missing brands - brand extension of the confusion Brand extension is a well-known enterprises commonly used in the current development strategy, it usually helps make full use of the brand value, reducing the cost of business expansion. But the brand extension is a sharp ‘double-edged sword’, if used improperly, will result in brand positioning ambiguity, the loss of the brand’s meaning, it can not be not used with caution. Public Searching for her hundreds of times, that person was here, and lights Bend. Although a little embarrassed, but it does have some real scenery unlimited brand-name experience, like pop music in general, pop-off period, and the certain death in general without a trace. An English proverb, it says: For a ship without direction, which direction the wind is against the wind. What is the mystery of the missing famous places? In the business growth process, did not know where the future of enterprises do not know where the future of the brand, that is lost in the crossroads in the brand extension. Brand extension can be described as a double-edged sword, both may be a good thing to lucrative, it could be progress in the abyss beyond redemption: one is the corporate brand strategy to promote an important part in the growth of enterprises played an irreplaceable effect. According to statistics, some of the consumer goods market in the United States to create a new brand, costs about 5 from 10 million to 100 million U.S. dollars between the cost of such a large opening to facilitate enterprises to use a considerable portion of the credibility of the brand already has the market, using their influence, introduction of new products, one important way to brand extension, such as the ‘Nestle’ use of the milk powder, chocolate, biscuits, pure water and other products, will be ‘Marlboro’ use of the bags, leather products, the brand extension is. But at the same time we should also recognize that brand extension