Brand Extension Strategy Of Animation

Recent years our country pays high attention and gives strong supports to animation industry. Nevertheless in China, taste and research about in this area is still poor. Animation industry actually is industry chain involved creativity, publishing, broadcasting, brand franchise, brand extension etc. The end of the chain is brand extension, and the main earnings come from brand extension. So the research about brand extension of the animation is one of the most important topics in the area of animation industry. Under this background, the dissertation does exploring research on brand extension of animation. Different from the product extension, brand extension of animation referred in this dissertation rests on which brand has been established.On the base of summering existing modes of brand extension in animation industry and the theory of brand extension, the dissertation explores various problems which will be faced during the process of brand extension, including the steps, modes, boundary etcThe dissertation is composed by four chapters. The first chapter generalize research background,significance, research method, research purpose and literature review which analyses and summaries some research achievements.The second chapter mainly elaborates the basic concepts, the commercial and the business characteristic of animation, offering the research background for the following research.Combined with some examples in brand extension of animation on domestic and overseas, the third chapter do some basic analyzes on the brand extension strategy of the animation, including the purpose, the advantages and the disadvantages. The chapter has especially focused on two factors that may influence brand extension: the strength of the parent brand and the similarity between existing brand and the extensive brand.The fourth chapter analyzes the steps of the animation's brand extension: choosing extension mode, limiting the boundary, evaluating and the problems that should be noticed.