Research On Influencing Factors Of Time-honored Brand Extension

Brand extension has become an effective marketing model to introduce a new product. From the corporate brand extension strategy.It is not only reducing the cost, but also making full use of intangible assets. So, brand extension is more and more popular. But if it has been used undeserved, itmay do harm to the image of its mother brand,destroy mother brand's positioning or collide with psychological barriers. So the researches on the influencing factors of brand extension is becoming more and more important. However, most researchers analyzed this problem in one perspective, the angle is dispersed. And there is a few papers on brand extension of time-honored brand. The present study analysis the time-honored brand in a general level. This paper will innovate and exploit from these points.This paper aims to build a theory model and provide reference for the revival of China's time-honored brands. To achieve this aim, it exploresthe applicability of the classic brand extension theory to the time-honored brands on the basis of A&K model and the characteristics of such brands and in the context of the Chinese culture. The image of retailers is used as a new variable and fit is considered at thebrand and productlevels. To better analyze the time-honored brands, the classification matrix of time-honored brands is built on the basis of such classification.And the factor analysis and multiple linear regression method are uesd to test the model.The text of this paper is divided into five chapters.The first chapter is introduction which summarily introduces this paper's backgroud and major innovation points. The second chapter is literature review, recalling the definition of brand, the influcing factors of the evaluation of extension products, and the development of the brand extension of the time-honored brands. The third chapter as the key of this article,introduce the new model and the design of experiment. The fourth chapter for empirical part. The fifth chapter summarizes all the work of this thesis, and give some shortcomings in the research process and some suggestions for future research.