Study On Brand Extensions Strategy Of Diversification Enterprise Based On The Case Study Of Evergrande Group

Carrying out the diversification strategy, means that companies need to adjust the general use of various strategies inside and outside, and the brand strategy is one of the extremely essential strategies. How to make full use of the advantages of the original brand, covering its different business segments, has become an important topic in the field of brand extension’s research. In this background, the thesis reviews the research literature of the domestic and foreign on brand extension and the diversification. Based on the literature review, the theses summarize the key elements to influent the effect of brand extensions strategies.This study using the concept of:1, The brand name strategy2,brand name product category extension3, direction of brand extension4, Product category similarity degree as the main unit of analysis extends classification, and incorporated into five factors of "brand equity" as the effect factors. Finally build a suitable strategy framework for diversified enterprise brand extension. This applied research selected a typical diversified enterprise---Ever Grand Group for a case study,analysis and interpretation the extension strategy and brand framework for Evergrande Group.In the practice of brand extension, analysis results show that the Evergrande Group apply the line extension strategies and category extension strategies from the original brand. Among them, the line extension is at the beginning of its development. During the start-up period, Evergrande Group adopt the line extension, including the direction of Step-up Brand Extension and Step-down Brand Extension. After the mature of the core brand, Evergrande Group use the category extension strategies, enter into the market of tourism real estate, commercial properties, culture industry, sports industry and the Fast Moving Consumer Goods.