| With the development of global economic integration and information technology, the competitions among enterprises are more fierce. The products differences are getting smaller, which make enterprises pay more attention to brand strategies. In the fierce market competition, creating a new brand is expansive and risky, while using existed brand to introduce new products can not only save a lot of money and time, and get close to market, but also reduce the risk of failure. Currently, brand extension has become concerned in academic field, but the existed research rarely discusses the risks of brand extension issues, and analyzes brand extension risk assessment indicators systematically. There are still many problems in brand extension risk assessment, such as the lack of systematic assessment theory and scientific assessment and accurate assessment methods. Therefore, the study of brand extension risk assessment is of important theoretical and practical significance.Brand extension risk assessment, as a hot issue in brand management and corporate brand extension decision-making needs, has been studied deeply by domestic and foreign scholars, such as defining brand extension influencing factors, and building a theoretical model framework. However, there still exists a lack of extension mechanism, absolute selecting indicators, and an immature decision-making model.Through the excavation of existing research literature as well as the deep study of internal mechanism of brand extension, and the different effects of extension risks, this paper further improves the brand extension risk assessment index system, and proposes a theoretical model. Furthermore, this paper combines experts'opinions, selects and identifies the major risk factors of brand extension, uses AHP giving weights to factors, establishes and verifies brand extension risk assessment model, which will provide a more scientific approach for Chinese enterprises when they try to control brand extension strategy risk. |
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