Brand extension of _2040

px477801 · Wysłany: Czw 1:07, 31 Mar 2011 Temat postu: Brand extension of _2040

Analysis of brand extension

Licensing between the overall effect can complement each other, so that consumers can produce brand association. If the different sales channels, at the core of the brand's target market is different, then it does not produce scale of production, management capacity constraints and other conditions. An enterprise must take into account the brand extension to its own conditions and factors, combined with market analysis, to determine for what form of extension. 1. Downward. Many brand positioning in the market's top first, then down the brand extension. Brand managers to capture the market, promote a brand based on low prices, usually the bottom line in its brand to add some new brands, such as side, Pierre, Cardin in entering the Chinese market is to adopt this strategy. Pierre - Cardin is a world famous brand, product positioning is relatively high, not easy in China to open markets. They put the product downward. Some middle and low production of clothing to meet the needs of different consumers. Open the product market. 2. Upward. Some targeted at low-end market, brand managers may be going into the eight high-end market. This is because they are attracted to high-end market, profit margins, or want to improve the brand image. Successful enterprises in order upward, must invest a great human, material and financial resources. For example, a bicycle manufacturing company, as the people's living standards, decreasing the demand on the bike, take Seoul on behalf of the scooters and motorcycles. Their production and operation in order to reverse the adverse situation of the brand extension is possible. Production of scooters or motorcycles. 3-way extension. Some located in the mid-market brand managers may decide to extend both ends of the market its brand. Because they are in limited space, and the most vulnerable to penetration from the ends of the market and into the middle eight to the pressure. For example, the United States and the company's products are fans first, in the household goods market is in the block. They used a product diversification strategy, product extended to other household appliances. Grade as a brand extension with electric cooker, hood and so on. Downward are iron. Vacuum cleaners, etc.: There are upward air conditioners and other products through brand extension and operation of the l level, the United States and the formation of a number of advantages of the product go hand in hand a good situation, in the highly competitive appliance market, has won a place. Fourth, I learned to select the right time for the brand extension. In China, many business operators do not recognize their own brand products have a life cycle stages in the selling of their products, blindly optimistic. That their products will always sell well, does not consider how to extend the brand's growing season once their sales decline, gradually decreases the value of brand equity, brand extension before going to rush into account, and no argument after a careful analysis to be free brand extension into new areas of brand extension can not be rushed, the core brand awareness and reputation has not been fully established, the early launch of the brand new brand may be the leading threat,[link widoczny dla zalogowanych], and not able to form the core of the brand extension of the advantages of using the brand to the market promotion of the situation, leading to increased cost of business promotion of products so the golden age of brand extension in the brand has matured and increased brand value is still in the period, early or late brand extension is outdated. 2 brand extension should pay attention to the relevance of products. Brand image is the image of the core brand related. Core branded products should be extended to other products, brand image, the two need a high degree of correlation. The key measure is more related products between them have a common consumer, or consumer of the product requirements are the same. Product is not related to brand extension may also have a negative impact on the original brand, thereby affecting the performance of the company, resulting in declines in the value of domestic brands have failures, such as a production company to market the same name detergent brands of mineral water is the best proof. 3 to ensure a successful brand extension brand extension even though it can in many ways to profit growth enterprises, but also means that the market spread and the number of risk areas, there may even be a loss for both the implicate effect = example, when After a certain awareness of a brand, could not wait to engage in product diversification, and even conveying the brand to a number of small businesses. To seek petty profits. The results, due to financial, technical, sales, service, etc. factors, but also may face pressure from competitors. Some brands may fail to cross and to the reputation of other products, leading consumers to the brand's total negation of the entire company. So. Must ensure the success of brand extension in order to achieve a multiplier effect. (Author: China University of Technology Business School) 2N /). 2 trout 41 share henbane