On the brand extensions point of view mechanisms and decision-making basis for.docVIP

 PAGE \* MERGEFORMAT 9 On the brand extension’s point of view mechanisms and decision-making basis for Brand extension (brand extension) is a brand management strategy. Refers to the enterprises will have a well-known brand or a market influence the success of the brand applied to the product or the original product with the fame completely different products, to achieve a successful brand through the existing process of introduction of new products. Brand Management Practice has shown that: There are successes and failures, the authors have put forward their own point of view to attract colleagues attention. First, the current business strategy for the brand extension’s point of view there are three kinds of First, the brand extension is so contrary to professional branding point of view A lot of marketing theory holds that the brand should be specialized and should not be extended to a brand new product up. Because the establishment of a well-known brand, it depends on consumer awareness and the use of the product gradually build trust, which is consumer awareness and trust the process of using the product obtained through personal experience, the last brand consumer products will be dependent on the experience of the unconscious can be summed up there. If you will do a brand for a completely unrelated product on top of the original consumer of this brand’s cognitive schemata is bound to generate reverse pull for new products. This tension in turn will cause confusion to new product features, the results of new products, ended in failure. Holding this view of marketing theory is based on positioning theory. The theory holds that every brand should have a clear positioning, that is, for the specific consumer groups, to meet specific consumer demand. At the same time consumers in the brain, often only remembers the brand of the most unique aspect, that is, the first reaction of consumers about the brand. Some studies have shown: Enterprise more than 70% of