Men’s Brand Extension Strategy Research

With the global economic integration era coming, product homogenization phenomenon isbecoming more serious and the competition between the companies become more and more intense.New technologies, new processes and extensive use of new materials in production also accelerated thedevelopment of new products and listing. How to ensure the new products’ market acceptance in theshort-term which requires that new products have a certain brand. Brand is a long-term nurturingprocess of accumulation.To achieve the well-known in a short time it is a very difficult.The cost ofcultivation and the risk of the new brand allowing companies to difficult process to build a new brand.So the implementation of the brand extension has become to expand business strategies. Under thiscircumstance, this dissertation analyzes the theoretical framework on brand extension behavior, carriesout empirical analysis as well as case study, and put forward some beneficial suggestions onenterprises’ brand extension.Making use of theoretical analysis and empirical study, and based on the conclusion frommanagement, economics, brandology, psychology and clothology, this dissertation discusses thewhole range of brand and brand extension which begins with the definition of brand extension.Itresearch the advantages and disadvantages of men’s brand extension strategy. It analyzes the Younger’simplementation of the brand extension. The whole paper is divided into four parts. The first partintroduces the enterprise market background of the brand extension strategy, research ideas and methods.The second part presents the theory and the Concept of brand extension. The third chapter focuses onanalysis of men’s brand extension strategy. The fourth chapter analyzes the errors of the men’s brands inthe extension process in Ningbo zero and should be taken to the avoidance strategy. I hope our men’senterprises in brand extension and plan to conduct extended reference.