The Research Of Brand Extension Strategy

With the worldwide economic integration and the information era coming ,the competition between the companies become more and more intense. The intensely competition make the enterprises concentrate more on the brand extension strategy. For the enterprises which deal with multiple transactions, when they launch new products to the market, they all face a same choice, to implement the strategy of the brand extension or just select one single brand .As the strategy of the brand extension is related to the specific environments, conditions, elements, etc, and the strategy has many different models, all these make the strategy decision is very complicated .It's essential to analyze all the details of the strategy carefully.The first chapter introduces the concept, background, and up-to-date theory of the brand extension strategy. The second chapter introduces the reason and risk of adopting the brand extension. In the third chapter, trough the research of the activities of the enterprises, it conclude and analyze the models of brand extension which can be used by the enterprises. The fourth chapter concentrate on the key points in the course of the brand extension strategy execution. The last chapter, the fifth chapter uses the relevant theories to analyse a brand extension case.