试论品牌延伸模型及其营销战略意义（Brand extension model and its marketing strategic significance）.docVIP

试论品牌延伸模型及其营销战略意义（Brand extension model and its marketing strategic significance） Brand extension (Brand Extension) it refers to has a well-known and influential brand market on the basis of the original brand to use the new product or service to a marketing strategy to reduce the risk of new products entering the market. Brand extension has increased new product acceptable risk, reduce consumption, improve efficiency in the use of promotional spending, to meet the diverse needs of customers and other functions, so it is widely used in [1] advertising and brand marketing. The success of brand extension is restricted by many factors, the most important one is the influence of consumers cognition, knowledge, attitude, emotion and their influence on the original brand. Research has become an important content and frontier topic of brand and marketing theory in recent years. This article focuses on the different perspectives of brand extension and its marketing significance, so as to provide reference for further study of domestic counterparts. 1, the theoretical model of brand extension is summarized Modern marketing theory holds that the construction of brand extension model should start with the study of the key elements that determine the success of brand extension. At present, the theoretical research shows that brand strength and product relevance are the two core factors that determine the success of brand extension. Among them, brand strength is affected by three factors, brand perception, positioning and popularity, while product relevance is affected by two factors: specific product relevance and audience relevance. 1.1, brand strength (1) brand perception Brand perception refers to the perceived quality of quality (perceived). It is the information conveyed by the consumer to the brand. Compared with the similar products, the comprehensive experience determines the brands effect value ratio. Consumer brand awareness, especially the higher the quality of the or