Research On The Evaluation Of Brand Extension

The reason why the brand extension strategy is pursed and carried on by enterprises is that it can make the enterprises young and be favorites as well as high-level loyalty by consumers. Though the brand extension has its advantage to enterprises, yet its disadvantage is a lot of potential risk. So enterprises must scrutinize brand extension from the strategic height of long-term development and fully consider the condition and feasibility of brand extension. Also enterprises should weigh the advantage and disadvantage and evaluate it in rational and effective method to guarantee the success of brand extension.The paper first discussed the advantage and disadvantage as well as the basic principle of brand extension. Then the influence factors of brand extension such as enterprise's factor, consumer's factor, and core brand factor and market factor were shown. Following the types of brand extension and the decision procedure of brand extension were put forward. Concentrated on the influence factors of brand extension, the evaluation index system was established by AHP-fuzzy approach. At last taken A enterprise as an example, the feasibility of the evaluation index from operating was approved true.