haku: @journal_id 1493 / yhteensä: 71
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| Tekijä: | Cheng, Zhangwang |
| Otsikko: | Problems exist in brand expansion strategy and their countermeasures (original in Chinese) |
| Lehti: | Commercial Economy and Management (c)
1999 : 1, p.28-29 |
| Asiasana: | BRANDS PRODUCTS PRODUCT IMAGE |
| Kieli: | chn |
| Tiivistelmä: | According to the practice of brand expansion strategy by domestic and foreign enterprises, the author concludes that the problems existing in this strategy are mainly as the following: 1. Disturb the position of brand in consumer's mind; 2. Make consumer have psychological confuse; 3. destroy the high-quality image of original brand. And the countermeasures can be concluded as following: 1. Fully considerate current brand's orientation and its adapted scope; 2. Pay attention to the "relation degree" between the new and the old product; 3.Prepare the appraisal of brand's value of asset; 4.To reduce the "effect of implicate", put the substandard brand and secondary brand together with original brand in a novel and distinctive way. |
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