Brand Extension Decision And Tracking Assessment Model

The brand extension is the forefront theory of brand research. Based on the concept of brand extension, this paper reviews and collects the latest research results at home and abroad. This paper focuses on the concept and dimension of brand, brand extension, the mechanism and effect of the brand extension, brand extension evaluation theory based on different perspectives. Besides that, introduce Czeller Model and A&K model in detail.Based on the theoretical summary, the paper chooses to research brand extension from the point of consumer. Consumers are the buyers of the existing brand products, and the end users and buyers of extension products. Therefore, from the consumer's perspective the brand extension is more theoretical and practical value.In this paper, based on well-known brand experts Czeller, Aaker and Keller, through the literature carding, analysis and scholars from some of the research results made Brand Extension Decision and Tracking Assessment Model (BEDTA-Model).This paper tests integrity and applicability of the model through McDonald's and Adidas empirical analysis.Finally, the paper described the conclusions and advice, and that further inadequate.