Factor Analysis on the Brand Extension Evaluation

Brand extension evaluation has been one of the hot topics of marketing theory and brand strategy research.Brand extension evaluation is an evaluation on the achievement process and the realization extent of the brand extension goals.In terms of the brand extension goals,the leading impact factors of the brand extension evaluation mainly consist of the satisfaction level of consumer demands,the fit level of the brand extension,the characteristics of the parent brand,the competition status of the target market,the enterprise strategies and so on.