A Study Of Strategies Of Brand Extension

In marketing, whether the brand can be chosen and applied correctly is of great importance to the success of a company. Brand extension is an important method of its selection and application. Many papers have discussed the importance of brand extension, which shows that this strategy is very important to a company. This paper attempts to analyze the strategies of brand extension and proffer a new method so as to understand brand extension theories, about brand-equity better. Thus the overriding objective of this work is to make a bibliographic review on the categorization of brand extension while integrating the range of the brand, the extension and the market. The paper first summarizes the problems existing in the process of brand extension of enterprises in the decade recent. As the theoretical basis of research, this paper analyzed in detail the following: the law principles, psychological, and mutual effects of brand extension, the process and evaluation of brand extension in order to know the evolution of brand after applying brand extension strategy.It puts forward a new analysis model for brand extension, which includes the dimension of the brand, brand extension, and the market. Based on the above, the major strategies of brand extension were looked at critically through case studies Results of the study showed that both the application of brand extension and the strategies indicate that brand strategies are commonly used by enterprises following from the study, a new approach to the strategy analysis of brand extension was proposed. This approach takes into account the whole dynamics of the problem concerning the strategies of brand extension.