Reveal the substance of brand extension.doc

 PAGE \* MERGEFORMAT 6 Reveal the substance of brand extension In the course of the operation of many of the brand companies dominating the market in order to achieve the full purpose of expansion or diversification, we have to proceed from the brand extension to achieve this purpose. In some business leaders appear to be as long as the brand extension will enable enterprises to rapidly expand, we can become stronger and bigger. Brand extension is not so simple a matter of fact, look at some well-known domestic and foreign enterprises in brand extension context is also very cautious, because many companies who have been failed in this regard is also even Zangsong Diao brand. Racking our brains for the brand extension is not something taken for granted, enterprises in brand extension is that we must understand the essence of the brand extension, many of the brand is able to extend the success of enterprises is not merely how much economic strength, but also the real to understand the meaning and essence of the brand extension. Then the essence of the brand extension what is it? From the product point of view, the essence of the brand extension product extends. Product is the brand extension since the brand extension of a specific act, but if only the development of a product is not enough, the product only the product is recognized by consumers, the brand extension to be successful, otherwise, the brand extension can only be an empty shell. From the target consumer point of view, the brand extension is essentially a change of brand communication. Brand extension is a newly established brand communication from the object, that is, a new target from the new lock consumers, re-positioning, of course, with the goal to communicate to consumers, to achieve a cognitive objective. From a market point of view, the essence of the brand extension market expansion. Brand Extension purpose is to develop the market there will be no development, or enter new areas to bett