In The Operations Of Multinational Brands, Brand Extension Strategy

Brand extension plays an important role in the brand operation of the transnational corporations. The cost of introducing a new brand is huge in a market where the competition is fierce, at the same time there are lots of risks. But using the brand which already exists not only saves time but also saves a lot of cash; it brings closer the customers and occupies the market, and also decreases the risks. From this, the brand extension owns the endless come-on dint apparently. This dissertation, based on theories of brand extension, as transnational corporations being taken for example, deeply analyzes the modes and effects of extension by the methods of qualitative, general analysis and case study. At the same time, this dissertation analyzes the condition which transnational corporations operate their brand extension in China. At last, the author analyzes the brand extension of Chinese companies. To the existing problems, this dissertation finally puts forward several proposals.