Brand Stretch Research Under Brand Core Position

Brand stretch is always a hot point in marketing field, but in academic circles, there are two voice to brand stretch, one is support, the other is not support. The most important argument of the latter is one point of view in position theory, that is, brand can' t be stretch , if somebody do so , they will hurt the original position of the brand and make the consumer puzzle.My point is supporting brand stretch. Brand stretch exist for many years, but there are no power and stronger support in theory, in order to find a supporting point in theory for brand stretch, this article begin with the re-think to position theory, raising a challenge to the theory that the brand can' t be stretch, and then raising two concepts, that is core position and brand core position. My purpose is to raising a theory support brand stretch.The most important parts of this article are the theory study and the reality study for brand stretch under brand core position. In the theory study, the article inspected two aspects, that is communication inspect and psychology inspect. By the inspection of choice law and new thing spread theory in communication and of consumer consciousness and consumer' s accumulation of learning and experience in psychology, we think that the conduction of brand stretch under brand core position is not only have to do, but also can do.In the reality study, the article mainly raised the decision principle and the step of brand stretch under brand core position, and makes a simple analyze to the result of brand stretch. The purpose is to raising a operation method for brand stretch.