Strategic Research On Brand Extension Of Z Company

With the rapid development of economy in 21 st Century, companies are facing fiercer market competition. At the situation of increasingly homogenization of products, companies' intangible asset “Brand” is their competitive instrument, which plays a very important role in competition process.The monopolization, individuation and extendibility of brand have become instruments of enterprise competition, and the formulation as well as implementation of correct brand strategy is one of methods for companies to stand out in fierce competition. Brand extension offers a faster and more effective way to corporations for further exploiting the market and improving market competitiveness by using original brand influence.This paper took the brand extension of Z company as a case, based on the analysis the brand related theories and its achievements including brand, brand strategy, brand extension and the research result on brand extension at home and abroad, this paper adopts theoretical analysis, case analysis and market research method to analyze the brand extension of Z company. This paper showed the present situation, brand decision, brand positioning and present status of brand extension, etc, found that the company had achieved a certain success in brand extension, and there still existed some problems. According to the conclusions obtained above, corresponding suggestions on feasibility and direction of further implement the strategy of brand extension for Z company have been proposed, and put forward the guarantee for further implementation of brand extension strategies with the mistakes to be avoided in the implementation of brand extension strategies.