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1、essay写作网（）-专业留学生作业辅导中心商科类essay写作-Brand extensionBrand extension strategy is an effective strategy for the accelerated development of enterprises. It is conducive to reduce the cost of introducing new products into the market, make full use of the value of brand assets, inject freshness into the bran
2、d, provide more choices for consumers and expand the scale of enterprises. However, the brand extension strategy is a double-edged sword, and its application also has potential risks, which bring adverse effects to the operation of enterprises.Brand extension refers to a company using the reputation
3、 of its successful brand to launch improved products or new products. Brand extension is not simply borrowing the brand name that already exists on the surface, but strategic use of the whole brand asset. With the help of brand extension, the influence of existing brands can be Shared, and the value
4、 added in brand utilization can be fully realized, so that the marketing of new products can achieve twice the result with half the effort. Since the 1980s, brand extension has been particularly favored by western companies as an effective marketing tool. According to statistics, over the past decad
5、e, two-thirds of Americas newly established brands have succeeded by brand extension. In recent years, domestic market competition has become increasingly fierce, and many enterprises have carried out brand extension in order to obtain greater market share and improve profits. However, due to the la
6、ck of long-term planning in some enterprises, weak financial resources and insufficient brand management experience, not only failed to obtain expected profits, but also greatly hurt brand value. Thus it can be seen that the brand extension strategy can be a profitable good to make the enterprise to
7、 brilliant, but also may be the abyss of doom to make the enterprise to perish.New brand development is a complex creation process, which not only requires a lot of manpower, material resources and financial resources to develop and develop, but also needs to expand the market well, carry out contin
8、uous advertising and a series of marketing activities. According to the survey, it takes between $30 million and $50 million to develop a new brand in the United States, and the failure rate of the new brand is as high as 80%. Enterprise through the development of brand extension can be removed from
9、 the brand and trademark registration fee, at the same time with the high reputation of the original brand market reputation and products, make consumers to eliminate rejection of the new products, rusty, and concerns the psychological, to accept the new product in a relatively short time, saves the
10、 necessary publicity, promotion of new products into the market, such as marketing expenses, and can quickly occupy the market.Expand the scale of the enterprise through the brand extension strategy, and improve the market share of brand products. Even if the market situation of one or two varieties
11、 under the brand extension is not good, other varieties can be made up, so that the enterprise can diversify production, mitigate the impact of market risks, and maintain the vigorous vitality of the famous brand. At the same time, the reorganization, adjustment and strategic transfer of enterprise
12、business can be realized.A few enterprises extend the high grade product in consumers mind to low grade product. In recent years, maotai liquor has been disorganized in the face of the offensive of wuliangye, with the banner of popularization, which has brought the brand from the high-end market of
13、national wine to the middle and low market, diluted the connotation of noble of the brand, and damaged the loyalty of the original consumer group of maotai liquor, so the sales situation is not good. The result of unlimited downward extension is predatory exploitation of brand value, which will even
14、tually reduce sales and market share and damage corporate image.A brands distinctive and unique personality is the foundation and basis for building a strong brand. When a brands unique personality is gradually accepted by consumers and formed brand loyalty, it is not easy to change. The higher the
15、consumers preference and loyalty to the brand, the more likely the brand extension products will be recognized and accepted by the target consumers. But improper extension often dilutes the brand personality and quickly disintegrates the target consumer groups preference and loyalty to the brand. Th
16、e slogan goldlion, mans world reveals the core proposition and brand positioning of the product. When the exquisite golden lilies womens leather bags come on the market, they dilute the characteristics of the brand. It undermines the brands macho masculinity and doesnt win over women.The number of products of a brand has increased from a few to dozens. With the increase of such quantity, the number of inventory varieties of packaged
