A Study Of Consumer Perception About The Product Of Brand Extension

Brand extension is defined as enterprises using a famous brand or an influential successful brand to enter a new product category that different from the original product, which is a strategy that a business applies to grow and develop. However, brand extension is a sword with two sides, it will be beneficial for the new product and the business if properly used, otherwise, it will be fatal to the business. The success of brand extension depends on the consumer's approval, which is also related to the consumer perception about the product of brand extension. The consumer perception about the product is a process that consumer integrate all kinds of stimulus about the product into a meaningful and consistent image and then analyze it.This study, based on the foreign research and applied with multi-factors experimental design, examined the effectiveness of the product price, consumer personality and economy background, product category, extension category on the consumer perception of brand extension product. The results are as follows:1 .Price position has great effect on consumer perception of brand extension product, and the effects between the different extension products are different.2.The consumer perception of brand extension product between different personality consumers is different.3.The consumer perception of brand extension product betweendifferent economy background consumers is different.4.The consumer perception of brand extension product between different extension products is different.5.The product category has little effect on consumer perception of brand extension product.