Feasibility Evaluation Of Brand Extension Based On Evergrande Ice Fountain

With the implementation of the diversified management strategy at this stage, in order to compete for more market share and attract more customers resources, the enterprise often engage in product development in wider fields. In the process of developing new market, in order to reduce the fierce competition and the risk of business, the enterprise is needed to use the existing brand assets for brand extension strategy. The new products can quickly access the market through the influence of the existing successful brand products,but the theory and methods of brand extension in domestic is not mature, it is easy to cause the failure of the enterprise to determine whether product extension. The success of brand extension lies in its access to consumer recognition of new products, so we study the model of brand extension in this paper, namely to evaluate whether the brand extension can be accepted by the consumers.The article is divided into five parts. Firstly it introduces the background and research significance of the brand extension, followed by analysis of the related theoretical knowledge and model. The third chapter focuses on analysis of the three evaluation model, namely the measurement model of brand credibility, based on the AHP fuzzy comprehensive evaluation method and evaluation method based on the Logit, with obtaining the final brand extension model (BEM).The fourth chapter is the empirical part, this paper selects the evergrande ice spring as the research object, setting 12 indicators which influence brand sales and feedback satisfaction of customer, collecting consumers’ information to the evaluation of the trademark through the questionnaire. Through three quantitative assessment evaluation systems to value the effect of extension of evergrande ice fountain. In the last part, it analysis the advantages and disadvantages of the model and related suggestions are given to enterprises about brand extension. Finally it fund the level of evergrande ice springs extension satisfaction reached 0.62. In addition, the study found that we should attach great importance to the positioning of brand extension and the credit of original brand, which means the heavy quality and customer are the keys to affect sales. At the same time it is important to focus on two influencing factors:extend the brand positioning and the original brand credit.There are still many interesting questions in brand extension theory, such as how the brand extension influence to the original brand, which is the needed to be focused on brand extension in the future. Companies can’t damage the original brand image and reputation just for the sake of products extension and new business expansion, they need a reasonable assessment of its current and various conditions to effectively analysis the brand extension strategy which can better open up new markets.