Corporate Brand Extension Strategy Decision-making Research

With the worldwide economic united and the information era coming, the competitive between the company become hotly,and the discrepancy of the product between different company is more difficult to be found,afl these make the enterprise concentrate more on the brand extension.For the enterprise which deal with multiple transactions,when they push new products to the market,they all face a same choice,to implement the stratagem of the brand extension or just select one single brand.As the stratagem of the brand extension is related to the specific enviromnents,conditions,elements,etc,and the stratagem has many different models,all these decide the stratagem decision is very complicated,so it's essential to analyze all the details of the stratagem carefully.The thesis starts from the concept,naarketing background and the lasted changes of the stratagem of brand extension,from them,we can find the cause why the stratagem of brand extension is concentrated so much by both the enterprise and the acadeniia,then concludes and analyzes the related theory,including the theory about behavior science,the point of how to decide the right position when implementing market spreading,and the opinion of agree or against the stratagem of brand extension,to conclude and analyze the theory is just to get the basic principles to conduct the analysis and operation for the decision of brand extension stratagem.Additional,trough looking into the activities of the enterprise conclude and analyze the models which can used by the enterprise,at the same time ,indicate the feasibility analysis method for brand extension stratagem and demonstrate it.At last,analyze a case briefly by relevant theory.