Positioning analysis of brand extension.doc

 PAGE \* MERGEFORMAT 3 Positioning analysis of brand extension A great success for the brand extension of the domestic brands, the most proud of the enterprise is ‘Wahaha’. However, there has appeared in the Wahaha brand extension positioning tends to blur a clear positioning as well as the loss of the initial conditions. Wahaha ‘was originally a children’s beverage brands, a debut with a distinctive personality won the children’s favor, so that the product quickly popular in river north and south. Later, under the brand emerge one after another of 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. Enterprise’s brand extension strategy for the results? Maybe in the short run pretty good, but it has begun to blur the very charm of the original Wahaha brand positioning. 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. An extension of brand positioning in many well-known brands who also appeared to share the same fatal damage. 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 is only half of the company and its competitors Cross. Blind extension of the brand covering the market, not only caused the original