Brand Extension, Don'T Let Yourself Beat Yourself.

The essence of marketing is to establish a brand image in the eyes of consumers. The simplest way to destroy a brand image is to name everything.

A lot of enterprises are coming up in the early stage of brand building, and soon they can build up their brand awareness. But with the growth of enterprises, they will expand their business scope and expand their product lineup, so that they will be able to put all their products on their own brands, but even the most primitive brand assets will be lost.

Brand extension is not unworkable. It is necessary to practice internal strength before extending: build strong brand asset support, investigate and analyze consumers' views on brand, extend and activate existing brand personality, and not be able to obscure the original concept of brand image.

Brand extension must have strong brand asset support.

The premise of the extension is that the brand is recognized by consumers and enhances consumer preferences by enhancing brand activity.

In the past, brand research mainly focused on the identification of brand image and the control of image change. Now brand research is conducted in two aspects: the quantification of brand equity and the factors that may change consumer behavior and lead to changes in brand equity in brand image.

Brand belongs to consumers. This is the essence of brand extension. Enterprises collect a lot of data to describe and define their brand.

But consumers differ in their opinions on brands.

The author has been in charge of marketing for many years, and there is always a difference between the subjective judgment of the management and the actual definition of the brand.

Therefore, we should grasp the brand extension from the perspective of consumers.

If a brand extends smoothly to new products, it must be a brand that consumers believe.

According to the author's experience, most brands can not be pplanted at all. Only a few brands have the potential to extend, and extend to the limited product category.

Brand operators will not necessarily maintain their brand.

But consumers will protect their brands. If the brand extension is unreasonable or annoyed consumers, they will refuse to buy this product.

We have to admit the fact that the opportunity for brand extension is controlled by the consumer's cognition, and a large part of cognition is long established and hard to change.

Brand has three characteristics: uniqueness, unity and continuity.

The brand concept is like a blade. It must be sharpened before it can smoothly enter the consumer's consciousness. When you extend your brand concept, you may be blunting your blade.

The wrong brand extension makes enterprises unable to respond to competitors' attacks.

In the long run, the improper extension of brands will destroy consumers' support for core products, core interests and core concepts.

When the brand is over extended, the impression in the minds of consumers will become increasingly blurred, losing the focus of the past, leading to competitors coming in.

Another point that brand extension must pay attention to is the increase and complexity of marketing management brought by extension.

Enterprises that carry out brand extension must consider what their core strength is and whether they have such capability.

The success of the competition depends on what actions the competitors take. For this reason, the author thinks there are two principles: 1., if there is no expert brand in the industry, brand extension is a good strategy; 2., if the comprehensive strength of the competitors is stronger than us and strongly counterattack, then the extension of the brand is wrong.