Study On The Effect Of Yunnan Baiyao Brand Extension Based On Fuzzy Comprehensive Evaluation

With the development of the economical globalization, the competition of the enterprises is becoming more and more intense. The differences between the company’s products are getting smaller and smaller. Under the current background, the most valuable asset is not the tangible assets, but the intangible assets that established by the company which relied on its own brand. However, in the intense market competition, in order to establish a new brand and succeed, the cost is enormous for the enterprises. In this case, many companies will adopt the brand extension strategy, according to the existed brand, we can not only save costs, but also increase the possibility of the success in the competition. As more and more companies adopt the brand extension strategy, brand extension has become a research focus in the academia. Therefore, the issue which corporates brand extension has important significance.This article bases on the brand extension research at home and broad, on the basis of the existed brands of Yunnan Baiyao, the thesis goes into three parts to build performance evaluation system, namely, customer satisfaction, financial indicators, company brand strength, based on the analytic hierarchy process and comprehensive evaluation to evaluate the brand extension of the Yunnan Baiyao. The results show that: The brand extension is very successful whether it is from customer satisfaction, financial indicators and company brand strength.The main reasons for the success are: The first, the brand extension of the Yunnan Baiyao is based on the brand connotation to the extension. The second, the brand extension of the Yunnan Baiyao is based on the brand equity. The third, Yunnan Baiyao adopts different market position. The fourth, Yunnan Baiyao pays much attention to the channel construction. The fifth, the brand extension of the Yunnan Baiyao is based on the consumer level of innovation. The last part described the conclusions of this study, pointed out that the innovation of thi s paper, and finally summarizes my research’s shortage and the expectations of the future study.