| Tekijä: | Zhang, Weinian Li, Jichun |
| Otsikko: | The extension of enterprise brands (original in Chinese) |
| Lehti: | Journal of Zhongnan University of Finance and Economics (c)
1999 : 1, p.110-111 |
| Asiasana: | BRAND NAMES COMPANIES MARKETING MANAGEMENT CORPORATE IMAGE |
| Kieli: | chn |
| Tiivistelmä: | The real aim of building a brand is to give customers a clear and attractive sign of identification. If it can plays a role, it can bring substantial added-value, that is, the so-called "brand umbrella" effect. The extension of such a brand has three functions. The basic one is to differentiate the products of marketers from the ones of other competitors. When we use effectively the extension of brands, we must have a deep understanding of the original proposition on brand positioning, the features of brands as well as the method of analyzing assets, which should be taken as the policy-making norm of brand extension. But we can not be too careful in using such tactics and must take the characteristics of products into full account. |
SCIMA