Pattern Of Regional Brand Perspective Of Brand Extension

As the rapid development of industrial cluster, a great number of regionalbrands become more popular at this historic moment with the carrier of theindustrial cluster. Regional brand due to the development of industrial clusterregion creats a large number of enterprises, these enterprises are often attached tothe development of industrial cluster, and there exists a close relationship withthe development of regional brand. After the development of a certain enterprisebrand, there will has the problem of brand extension, and rely on the regionalbrand growth within the industry cluster of enterprises in the process of brandextension and will be influenced by what factors, this paper is on the basis of thequestions above, to study the perspective of regional brand enterprises in thecluster brand extension mode.This paper based on the existing theory and research, in the perspective ofindustrial cluster, to make clear definition of regional brand, at the same time,based on the brand life cycle theory, constructed in the area under the influence ofbrand, brand life cycle model, which laid a foundation for building the model ofbrand extension mode.Secondly, the paper is based on the regional brand under the influence of thevarious stages of brand life cycle, to analyze the characteristic of each stage, andput forward the most suitable for the phase model of brand extension, from twoaspects, the external environment and internal decision, to consider theinfluencing factors of brand extension. Based on above points, this paper putsforward the regional brand, brand extension model of different stages of the pathmodel, at the same time, using the method of game theory to the enterprise shouldbe in when to choose brand extension to make analysis and put forward the badrisks and preventive measures of brand extension.Finally, this article through the empirical study of faw Volkswagen, verify theregional brand model under the influence of brand extension mode. At the end ofthe article puts forward the outlook for the future of the enterprise management research.