The Research On Extensive Strategy In Brand Management Of China

Since 1990,enterprises have thought highly of brand extension. The eras of 1990 are that of knowledge economy, which is characterized by the fast speed of knowledge and technology innovation and constantly sever competition. This also causes discrepancies between old brand management and new produce or brand. Comparing with foreign theory and practice in brand management, we lag behind them greatly, especially in the development of brand extension.Faced with these problems, our enterprises should do? This situation demands that our brand management and brand extension theory be accustomed to the need of knowledge economy. Based on theses, we also constantly study traditional brand management theory, deeply research and practice brand extension. Under these circumstances, I put forward to the research on brand extension in China.There are three chapters in all in this paper.The first chapter: I briefly lay emphasis on introducing the basic knowledge of brand and brand extension management, supplying with the direction of development about this article.The second chapter: Based on the first chapter, I simply introduce the development of brand extension in China, analyzing some problems in brand extension and its reasons. I put forward that it is very urgent for Chinese enterprises to improve their brand extension strategy as soon as possible.The third chapter: I raise a series of strategic measures, including six contents.Unfortunately, because studies on brand-extension strategy are still in exploration, I am a fumbler in many ideas in the paper, then so many oversights and mistakes are unavoidable. I sincerely ask for advice and suggestions from every professor and expert.