文章基本信息

标题：Interaction Mechanism and Strategy of Brand Relationship and Brand Extension
本地全文：下载
作者：He Liu ; Lili Fan
期刊名称：Open Journal of Business and Management
印刷版ISSN：2329-3284
电子版ISSN：2329-3292
出版年度：2013
卷号：01
期号：03
页码：55-58
DOI：10.4236/ojbm.2013.13008
语种：English
出版社：Scientific Research Publishing
摘要：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.
关键词：Brand Relationship; Brand Extension; Dynamic Model; Interaction Mechanism; Strategy Model