The Brand extension

下面为大家整理一篇优秀的assignment代写范文- The Brand extension，供大家参考学习，这篇论文讨论了品牌延伸。品牌延伸，指的是在与企业成名产品不尽相同的市场上，凭借企业的成名品牌或在市场上比较有影响力的品牌的影响力将企业新推出的产品推向市场并得到市场认可的过程。品牌延伸又称名牌扩张，是相对于名牌集中而言的名牌战略的又一策略选择。当一个品牌在市场上业已定位成功，企业可以抓住契机在该品牌下发展产品线，形成一个具有相关特性的名牌宗族，并进行品牌兼容性经营。

The market import of new products is faced with increasing risks. Many new products fail because they are not accepted by consumers and the initial market import fee is too high. In this case, the brand extension strategy has been adopted by more and more enterprises and become a powerful tool for new product promotion. As an important strategy of brand management, brand extension has been concerned by academia since 1980s, but there are still many problems in practice. Further analysis is needed.

The so-called brand extension refers to the process of pushing the newly launched products to the market and gaining market recognition by virtue of the famous brand of the enterprise or the influential brand in the market, which is different from the well-known products of the enterprise. Brand extension, also known as brand expansion, is another strategic choice relative to the brand concentration. When a brand has been successfully positioned in the market, the enterprise can seize the opportunity to develop the product line under the brand, form a brand clan with relevant characteristics, and conduct brand compatibility management.

Brand extension strategy refers to a product marketing strategy that USES the existing well-known brands in the company's new products or modified original products. At the same time, in the same category of new products using the existing well-known brand name, launched some packaging novel, fashionable styles, advanced formula products, out of the old and new. In a word, the extension in the product line is also included in the brand extension strategy. However, just applying the existing brand names to new products is not a true brand extension, but a strategic use of the whole brand equity. With the influence of well-known brands, new products can be accepted in the market more quickly and the marketing cost of enterprises can be reduced.

Brand is the comprehensive inner feeling of customers towards products, enterprises and services. It is the recognition of the core value of a sufficient number of customers and the medium used to identify a specific identity. If we do not blindly extend the core value of the original brand, it will not only be difficult to extend the brand, but also connect the original brand. The pike, for example, was originally intended for presidents, dignitaries and bosses and is known for its high price tag. For people, having "pike" is a sign of identity and status. Parker's image and reputation as the king of pens was tarnished when the company used the pike brand on pens that cost as little as $3 each, while rival cross moved into the premium market. As a result, parker did not successfully enter the low-end pen market, but the market share of the high-end pen down to 20 percent. Sales are only about 6/500 at cross.

Brand extension should consider not only the connection of category brand, but also technology, product, performance price ratio, how to integrate and optimize the marketing channel, whether the main industry is in a leading position, whether there is sufficient capital and talent reserve for the extension of new products or new industries. Otherwise brand extension can not increase the profits of the enterprise. Will also be the original resources of the brand exhausted, into the abyss.

Every brand in the market has its brand loyalty, new brand entrants cannot establish a stable customer base quickly, and the opportunity to surpass competitors is much less, so the brand extension strategy is often difficult to achieve. For example, BMW, the leading brand in the American cigarette market, expanded its product line by introducing BMW menthol cigarettes, BMW premium light cigarette and BMW light flavor baiyunli. The first two brands lost out to cool and salon. Its pioneering long mouth, baiyunli, was also beaten by Mr Bansenji's strident appeal for "lots of inconveniences", causing BMW's market share to shrink and fall short.

From the above examples, it is not difficult to see that an enterprise can achieve success and occupy the target market if it can carry out effective brand extension. However, it is precisely because some enterprises do not make the right brand extension or the brand extension is not effective, which will not help the original brand but have a negative impact on the original brand. To this, through the above problem proposed the following countermeasure.

We need to take measures to maintain the consistency between the extended products and the core value of the original brands. Core value is the essence of the brand. Only by keeping the extension product consistent with the original brand core value can the extension product make the most of the influence of the original brand without adversely affecting the original brand. For example, the core value of lenovo brand is innovation, high technology and high quality. Lenovo can extend its brand to TV sets, refrigerators, computers, mobile phones and other products, and always adhere to the core value of lenovo brand.

The problem of brand extension being too broad should be related to extension. The core value of a brand lies in its professional advantages. All products under the same brand should have strong correlation. These correlations include: products are technically closely related; Products have common main ingredients; Having a common service system; The product is of comparable quality and class. Haier, for example, extends from fridges to washing machines and air conditioners, satisfying all of the above.

The phenomenon of fuzzy positioning and blind extension of the target market, the measure to be taken is to use the deputy brand. Sub-brand is the enterprise in the production of a variety of products, all products with a uniform name, and according to the different characteristics of each product to give it a proper name. This can not only enjoy the image and influence of the parent brand, but also reduce or avoid the risk of "plant connection effect" to a certain extent. For example, haier brand gives different types of washing machines and refrigerators a unique name, such as "little prince", "big prince", "little child prodigy" and so on. This brand extension strategy has proved to be effective.

Lack of understanding of the pattern of market competition should be taken to grasp the situation of market competition. A rational understanding of market competition pattern can reduce the decision-making risk of brand extension and increase the opportunity of success extension. Therefore, in the brand extension, it is best to enter some competition in the relatively weak market. For example, zhang koizumi scissors, by virtue of their good reputation, faced with almost no competition in the scissors market, has introduced more than 200 varieties, spanning five major fields of civil, industrial, agricultural, forestry, tourism and military, and achieved success.

The solution to the problem of fuzzy target market positioning should be to decide whether to extend the brand according to the actual needs of the enterprise. The typical practice of an internationally famous enterprise is to make up for its defects by annexing the famous enterprises and brands that have been successfully acquired and then incorporating them into the subsidiaries. General motors' truck product, for example, was its weakness, so it acquired Japan's isuzu, and the truck project is isuzu's strength. This kind USES the already obtained brand as own brand extension direction, can avoid the mistake of entering the brand extension effectively.

Nowadays, with the continuous development of market economy, famous brands represent the market owned by enterprises and the national economic strength to a certain extent. Famous brand can not be established in a short time, it is hard-won, it needs patience, courage, manpower and other aspects of the long time input. The success or failure of brand extension is related to the development of the enterprise. Therefore, the enterprise should take product elements as the core and connect various internal elements when making brand extension, so as to avoid blind extension.

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