拜耳为何不再是拜耳（Why is Bayer no longer Bayer）.docVIP

拜耳为何不再是拜耳（Why is Bayer no longer Bayer） Bayer why not Bayer brand extension is an important means of successful enterprises and expand the market but it limits and conditions can not be ignored or it can only put the enterprises into the opposite of desire Bayer (Bayer) company invented aspirin analgesics, and the operation of the leading brand in the market for many years, enduring, occupy a very favorable position in the minds of potential customers. Bayer (brand name) has become almost analgesics (product category name) synonym. Find Bayer where (analgesic) has become the customers to buy painkillers. But Bayer pet phrase again launched a called Bayer aspirin non analgesic analgesic cooling products, has not only in the overhead road, so very little pain, share the heat products on the market, even Bayer in the market share of the analgesics also decreased continuously. Bayer is no longer bayer. Why Bayer lost its always gallop freely market? In short, because of Bayers brand extension strategy is truly authentic destroyed Bayer aspirin illusion, education of potential customers recognize Bayer is only the brand name (instead of the product category name) this fact. If the potential customers to buy aspirin, he could not say Bayer becomes. Because of the emergence of non aspirin analgesics Bayer makes the Bayer brand has become the focus of the original clarity in the minds of consumers. Bayer Bayer aspirin, long-acting decongestant cold tablets, Bayer aspirin non analgesics, each Xiang Yanshen Bayer brand line, have weakened the position of Bayer aspirin, it is no wonder that Bayer will lose its market gradually fading. Bayer failure leads to the brand extension strategy is feasible problem. The so-called brand extension, simply put, is the use of existing product brands, and it will be used in new products. Who try to use their own brand extension has been a successful brand to promote improved products or new products, is the enterprises to develop new product