Brand Extension Strategy Research On TV Column

Media industry between the increasingly fierce competition, forcingpress brand television columns in the scale will continue to becomebigger and stronger. But the brand television column of its good extensionstrategy can not only shorten the brand television columns of theinnovation process, but also is beneficial to improving the televisionmedia organization’s innovation quality and efficiency. However, thebrand extension strategy of TV column is also a double-edged sword.Extends improper, be threatened by growing crises. The mainperformance is: the original damage to the original brand; desalination;psychological impact on consumers; seesaw effect; the "revolution" ofrelated television products. Thus, to avoid brand television columnsextending risk, the main path for: focus on rigorous, scientific, seriousresearch; implementation of the Deputy brand strategy, create sub branddevelopment brand television columns; the peripheral products;extending through capital, diversification; the introduction of integratedmarketing communication concept; perfect brand television columnsextending guarantee system construction; strengthen brand televisioncolumns in the eyes of the audience loyalty and social influence.