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| Tekijä: | Lu, Taihong Xie, Biao |
| Otsikko: | The assessing model of brand extension (original in Chinese) |
| Lehti: | Journal of Sun Yatsen University (c)
1997 : 6, p.8-13 |
| Asiasana: | BRANDS MARKETING MANAGEMENT COMPANIES |
| Kieli: | chn |
| Tiivistelmä: | Brand extension is an important component of brand management, especially developing brand assets. It is also the tactics and tool for business operation and marketing, which are widely used in the development of Chinese market. Consulting the relevant documents in the West, this paper stresses theoretically the risk and rate of success and then puts forward the assessing model of success rate of brand extension. This model makes a comprehensive analysis of the various factors and the leading ones influencing the success or failure of brand extension, thus making advance theoretically for the success of brand extension and avoiding blindness. |
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