The Case Study Of A Company’s Brand Extension

Brand extension refers to a marketing strategy that launching a new product successfully by taking use the brand awareness and market influence of the existing products. Companies usually use this strategy to launch new products and enter new markets. In the current changeable market environment, how to avoid the failure of brand extension is very important for the enterprises.With A company as an example, this thesis will study the brand extension entire process of A company, then find out the root cause of its failure. It will be proceeded in the following ways:(1) Combining my own work experiences and the interview of the relevant people in A company then dig the background of A company and its brand, as well as its entire process of brand extension.(2) By reading the relevant theories of brand, brand extension and case studies, along with consulting the brand experts, then analyze the 6 constraints(The original brand, the company, the target market, the extension relevance, the extension product & the consumers) that impact A Company’s brand extension.(3) By using the ISM(Interpretative Structural Modeling) explaining tool to find out the fatal factors that lead to the failure of A Company’s brand extension. The study shows that A company’s brand strength, the relevance of the extension products and A company’s own qualification & conditions play a key role in the brand extension.A company is a typical representative of the OBM enterprise. The case study of A company’s brand extension can provide the reference value for the same type of companies that is implementing the brand extension.