Research On Brand Extension Of Yunnan Baiyao

With the development of economic globalization, the universal application of diversified domestic and international business strategy, market competition is increasingly fierce.More and more companies began to realize that the most valuable business asset is not tangible assets, but the company relies on intangible assets created by the brand. The rapid development of information media industry in the21st century, a variety of consumer goods in the face of overwhelming information often seems at a loss, but the brand is a strong brand in particular often become the basis for consumer choice of goods to determine. So, how companies in a competitive market in efforts to create more personalized and consumer-preferred brand is the core competitiveness of enterprises can form and maintain sustainable development.Because the brand extension strategy can save the cost of new products into the market and save marketing costs, make the new product will soon open the market, contribute to brand equity and value, and establish the industry overall brand. Therefore, the use of brand extension strategy has become one of the strategies of most companies. The issue of corporate brand extension has important significance.This article describes the brand and brand extension in the theory, based on the focus of analysis Yunnan Baiyao brand extension of status, describes the development process Yunnan Baiyao brand extension and brand characteristics, summarized the reasons for the success. Then through a questionnaire survey, the brand extension of Yunnan Baiyao problems and prospects of the investigation, analysis of the problems Yunnan Baiyao brand extension and brand extension prospects. Finally, the proposed recommendations Yunnan Baiyao brand extension strategies. Through research papers, company and industry for Yunnan Baiyao brand extension businesses and help to provide some reference, the brand extension theory can also play a complementary role.