从冷酸灵看品牌命名与品牌扩展空间规划（Brand naming and brand extension space planning from the perspective of cold sour spirit）.docVIP

从冷酸灵看品牌命名与品牌扩展空间规划（Brand naming and brand extension space planning from the perspective of cold sour spirit） The name of the brand, domestic enterprises have different from the habit of foreign enterprises, enterprises in considering brand naming, sometimes through the brand name in the expression of product characteristics or appeal, in order to promote the market in the early and accurate delivery of product information or appeal to consumers to reduce communication costs, so that consumers through the brand name can get a lot of information, rather than a lot of foreign companies with a neutral name, and then through advertising brand personality molding. Many domestic enterprises of this brand naming method has its favorable side, but, if the early design of the brand lack of overall planning, such a way of naming the hidden danger will gradually appear in the process of enterprise development. Due to the name restrictions, brand expansion of the narrow space, enterprises may not be able to accumulate the brand resources to effectively expand, not in the related products to share brand resources. The pain of the brand extension of the cold sour spirit Chongqing Deng Kang Oral Care Products Co., Ltd., is the original Chongqing toothpaste factory as the main initiator, in December 14, 2001 to complete the shareholding system transformation of the Southwest regions largest, toothpaste-oriented production base of oral care supplies. 1979, the original Chongqing toothpaste factory launched the Prime Beauty brand toothpaste, 1987 factory new leadership took office, but also launched the Sumei card cold acid Spirit desensitization toothpaste (drug toothpaste), because of its unique functional positioning, the product once the advent of the great popularity. Since then, Prime Beauty has been weakening, cold acid spirit has gradually become the main symbol of the product. After more than 10 years of unremitting efforts, in 2002, Cold Acid Spirit finally won the China wel