On the marketing strategy of brand extension model and its significance.docVIP

 PAGE \* MERGEFORMAT 9 On the marketing strategy of brand extension model and its significance Brand extension (Brand Extension) it refers to has a rather well-known brand and market influence, based on the original brand names to new products or services in anticipation of new products entering the market to reduce the risk of a marketing strategy. Brand extension has to increase the acceptability of new products, reduce the risk of consumer behavior, increase the efficient use of promotional expenditure, to meet the needs of consumer diversity, a number of functions, and thus in advertising and brand marketing, has been widely used [1] . The success of brand extension by many factors, most important of which is for the consumers to the original brand awareness (knowledge), attitudes, emotions, and the impact of mutual influence between them. The study has become a brand and marketing theory in recent years, the content and cutting-edge research on important topics. This paper focuses on the brand extension and marketing significance of the different perspectives in order to give their domestic counterparts to provide reference for further research and reference. 1, an overview of theoretical model for brand extension Modern marketing theory, brand extension model to build a successful brand extension from the right decision to start with the core elements of research. Theoretical studies suggest that the current brand’s strong degree of correlation with the product brand extension is to determine the success of two core elements. In which a strong degree of brand by brand perceptions, positioning and visibility of three factors degrees, while the product-related product-specific relevance of subject and audience relevance of two factors. 1.1 The strong degree of brand (1) brand perceptions Brand perceptions is the brand consumers ‘perceived quality’ (perceived quality). It is the consumer brand message similar products, compared with the advantages of