Extension Strategy Analysis And Case Study Of Men’s Suit Brand

Men’s wear is a large category who occupies an important position in garment industry. Inthe domestic apparel market, the brand awareness of many men’ s wear brand is not strong, themarket still stay in the state of competition in low price. Since China’s accession to the WTO,many well-known international brand of men’s wear entered the Chinese market, has had atremendous impact on the domestic men’s market, the space of domestic men’s wear businesssurvival becomes very narrow.Under the influence of the international well-known brand, many domestic brands graduallyrecognized the importance of brand building, enterprise development, brand building canenhance the competitive advantage and market value of the brand, to bring greater economicbenefits for the enterprise. Variety of brand development strategy is recognized, accepted andused by corporate. The brand extension as an important brand development strategy is aneffective means of corporate to achieve the brand asset accumulation and development andgrowth of brand. The brand extension decisions need to consider the many complex factors,including the survival environment of the brand, the impacts of the original brand, marketpositioning of the new brand and a series of related content. Most of the corporate brandextension strategy choice depends on the corporate brand development ideas, and corporatedecision-makers’ experience of practices on business in the market, they lack of research on thetheory. Theory researchers do not guide practice directly, can not test the feasibility andcorrectness of the theory via practice activities. And the planners and decision-makers arelacking theoretical guidances on brand extension practice.This article is study about menswear brand BXN,take the policy decision study of thebrand extension as a main research content, take BXN Group’s brand extends forexample.combination of theoretical analysis and case studies, analysis of the theory of brandextension and involved into the process of brand extension strategy decision-making.Comprehensive understanding adopted of the extension strategy in the brand developmentprocess, as well as the changes of brand implementation extending strategy. On the one hand,by analyzing the behavior of the market brand extension reaction, reposition the extend of thebrand. On the other hand, by analyzing the changes of the original brand and extend brand’spositioning, to seek an equilibrium point between brand’s development and the original brand’sentrenched position. I analysis the practice of BXN Group’s brand extension through thetheoretical, then the behavior of theoretical studied guidance for the extension of the brand,according to the market response and consumer acceptance. Proposed a scheme for enterprises tooptimize brand extension, provide a new vision for domestic menswear brand extensionstrategy. Also provide more ideas conducive to the sustainable development of enterprises in theprocess of brand extension.