品牌延伸的八大铁律（The eight iron brand extension）.docVIP

品牌延伸的八大铁律（The eight iron brand extension） A successful brand has its unique core value, if the core value and the basic recognition can contain the extension products, you can boldly brand extension. In turn, the meaning is: brand extension should try not to conflict with the original brand core value and individuality principle. Almost all of the brand extension case can radically follow this rule to find out whether the success or failure. But the brand extension of enterprises, which may be a lot of good things, may also be in progress doomed eternally abyss. No manager decision and the operation is not enough scientific soundness of the brand extension is very dangerous. If the extension of the brand extension, or extends to the area should not be extended, natural risks, will fall into the abyss danger. To avoid the risk of brand extension, and give full play to the role of brand extension to enable enterprises to quickly on a new level, you must first of whether brand extension, which extends to the field to make the right decisions. Brand extension of the law can be summed up as eight: One of the core value of brand, tolerance is the fundamental Brand extension of the most common is the related theory, that is, close to the category of high grade products sharing the same brand, such as Wahaha and Nestle brand extension from the brands products are high grade food and beverage explanation. In fact, a high degree of correlation is only a representation, a high degree of correlation to consumers because of the same or similar reasons and recognized the same brand is the essence. For example, choose milk powder, lemon tea, coffee brand hope can give a person a kind of good taste, a sense of security, warm feeling, so have this feeling of Nestles milk, coffee, lemon tea are very popular. High correlation theory can be extended when completely unrelated products share the same brand that is feeble. Such as Marlboro from cigarettes extended to jeans, jeans, belts,