Performance Evaluation Based On The Feedback Effect Of Brand Extension

Served as an important competitive means, the brand has played a critical role in today’s business world when product homogeneity is increasingly severe. How to extend existing brand equity to new products and fields what we also call brand extension has become research focus. For better brand extension, the effectiveness evaluation is vital as scientific and thorough assessment system has guiding significance for brand extension.Meanwhile, according to feedback effect of brand extension, the same extended products may lead to two results for parent brand:one is reinforcement and the other is the change in faith and evaluation of customers. We acknowledge the dynamic characteristics of effectiveness evaluation, but the effectiveness evaluation for brand extension includes customers’attitude and assessment for both the extended products and their influence on parent brand. Therefore, we make an intensive study of the effectiveness evaluation for brand extension based on feedback effect of effectiveness evaluation index system for brand extension.Part one of my thesis is introduction, including the background of the thesis, research significance of this subject, contents, methods and innovative points.Part two of my thesis is the theoretical review of effectiveness evaluation for brand extension.Briefly, the thesis introduce relevant theory, consisting of the concept of brand extension, feedback effect, effectiveness evaluation as well as the basic measuring model for the effectiveness of brand extension.Part three is the establishment of the effectiveness evaluation index system and evaluation model for brand extension based on feedback effect. Analytic hierarchy process is been used to establish index system which gives the concept of effectiveness evaluation index system and evaluation model, compute the index weight and Index score as well as dimensionless processing for index.Take Apple as a case to study the effectiveness evaluation of brand extension in part four and employ established model to carry out comprehensive evaluation for Apple. The evaluation contains seven parts:the analysis of perception and attitude, perceived value, consumer satisfaction, purchase intention, brand reputation, brand positioning, brand popularity. Strategies are alse put forword to Apple based on the evaluation result of brand extension.Part five is the conclusion and prospect.