Based On The Connotation Of The Brand On The Basis Of Brand Extension Strategy

In the intense market competition, carries on the brand to extend is one of main methods of brand strategy for the enterprise . But carries on the brand to extend also must consider some important factors, brand connotation is key factor, in this foundation, the brand extended produces has extended the directive choice, not only had horizontal side upward extending, but also had in the vertical direction extending. Therefore, the enterprise must carry on the accurate localization to the original brand connotation.To the brand connotation localization, must perform from the consumer to the commodity sensation effect angle to weigh, and as a result of consumer sensation effect dynamic, the brand connotation localization also has dynamic. According to the consumer to the brand sensation, may the association space which produces the consumer divide into three levels: Product association, function association and symbolic association. Corresponds to consumer's association space, the brand connotation may divide into the product attribute, the function attribute and the symbolic attribute. In view of the brand connotation different content, the enterprise adopts the brand to extend the strategy to be allowed to have the different choice way.This article in summarizes the predecessor research results in the foundation, embarks from the brand connotation angle, through the theory and the case analysis, unifies the domestic and foreign brands to extend the theory research results and the actual brand extends the application situation, extends each different way to the brand and the strategy which the reason, extends the fault origin and the question performs to analyze, extends the strategy research by the time to the brand to have a model and the reference function.