Research On The Industrial Brand's Extension Mechanism And Influencing Factors Of L Company

When one of the brands which belongs to an enterprise achieve better performance in the market, the brand will have a greater market appeal and influence, it is possible to provide better market profits. But with the development and promotion of the brand life cycle of enterprises in a certain period in the future when companies want to launch new products to the market will naturally influence the use of the original brand, brand extension at this time has become a natural choice. Corporate brand extension, not only can save a lot of development and promotion of new brands of fees and costs, but also can use the original brand has an influence and appeal, so that the market and consumers more directly and more quickly recognize corporate brand extension.In this context, we review the theory and literatures about brand extension, then analyze related theory. Followed by industrial brands and consumer brands were analyzed and discussed the similarities and differences, summed up the characteristics of the brand industry in marketing, production, and brand concept such as building a model of industrial brand extension mechanism and explore the impact of industria l brand extension factor. On this basis, select a manufacturer of industria l coatings products L company as a case study, combined with the company specific case, using analytic hierarchy process factors were weight determination, and the fuzzy comprehensive evaluation method of the case the company's brand extension of the status quo was evaluated. Finally, according to the evaluation results to make the appropriate interpretation and made a number of recommendations for L Company.