TITLE:
Interaction Mechanism and Strategy of Brand Relationship and Brand Extension
AUTHORS:
He Liu, Lili Fan
KEYWORDS:
Brand Relationship; Brand Extension; Dynamic Model; Interaction Mechanism; Strategy Model
JOURNAL NAME:
Open Journal of Business and Management,
Vol.1 No.3,
October
28,
2013
ABSTRACT: As new products are generally difficult to be accepted by consumers, and the cost of initial market introduction is high, enterprises often choose to do market extension of an existing brand. Simultaneously, a successful brand extension can enhance the reputation of the original brand, and expand the brand value. But how can enterprise take a good brand extension? Through establishment of a dynamic model of brand extension under the brand relationship context, investigating the interaction mechanism between brand relationship and extension, and base on that, we developed a strategy model of interaction and improvement of brand relationship and brand extension.