Kelon's Brand Extension Strategy

Our country will join WTO in 2005, the factory of electrical appliance fighting in this market drastically. KELON company use the strategic appliance of brand extends to fight for its market. As this company have used this stratagem successfully, it is very important for us to research this stratagem of KELON.This paper has collected a lot of theory of brand extends at first so that we can research the strategic ways. Then this paper gives us an attention if we adopt this way, this attention includes predominance and disadvantage. After that it let us know how to use this stratagem of brand to decision-making. In chapter 5, we get to know which brand of truss by the company adopted. From that, we can understand what advantage and disadvantage would meet in the marketplace. In chapter 6, this paper use the theory of lifecycle to research the relationship between the lifecycle of product and the lifecycle of brand. At last, a lot of problems we meet with in the process of put the stratagem into practice, with these theory we can find some ways to deal with them. Finally we make a conclusion at the last chapter to found a system of evaluation and feedback.We must get some revolution idea in the process, the brand extend not bound to use the brand of itself; the brand extend can take advantage of brand to develop the market not bound to produce the product by itself; The main purpose of brand extend is for brand itself; The core value of brand can changed; If we want put the stratagem into practice successfully we must change our idea at first.