Brand Extension Effection Evaluation With Brand Image

Recently, the market competition enhances the importance of brand strategy, and then the competition in the international market has turn to the counterpart among brand. The enterprises have executed the brand extension for the competitive strength enhancement. However, impertinent brand extension strategy can not achieve succeed of new products in target market and will dilute the core brand image and equity. So the enterprises need the scientific effection evaluation method to assess the brand extension effection. Then they can adjust the strategy in the process to obtain the best result.Base on the relative theories about brand extension, with the approach of market research, the paper analyses the effection of the brand image on brand extention from consumer's brand image perspective. Moreover, the paper has established a fuzzy equation modeling base on the reciprocities among the factors of brand image. Finally, evaluating the brand extension strategy of a famouse dairy brand in China with the model, the paper has proved the practicality of the model in order to give reference to the enterprises in the brand extension evaluation.