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2005•Journal of Sichuan Institute of Animal Husbandry and Veterinary MedicineRequires access

THE RISK OF BRAND EXTENSION AND PRECAUTIONS AGAINST IT

Ling Jiang

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Abstract

Brand extension is an important means by which corporation directly gain profits and endlessly accumulate and expand their brand assets. While it brings about huge profits to the enterprise, brand extension also contains great risk. Starting from an analysis of the meanings of brand extension, this paper focuses on the potential risk of brand extension for the enterprise and puts forward some key factors to be considered in the process of carrying out the brand extension policy.

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What this paper is about

Brand extension is an important means by which corporation directly gain profits and endlessly accumulate and expand their brand assets. While it brings about huge profits to the enterprise, brand extension also contains great risk. Starting from an analysis of the meanings of brand extension, this paper focuses on the potential risk of brand extension for the enterprise and puts forward some key factors to be considered in the process of carrying out the brand extension policy.

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Available abstract

Brand extension is an important means by which corporation directly gain profits and endlessly accumulate and expand their brand assets. While it brings about huge profits to the enterprise, brand extension also contains great risk. Starting from an analysis of the meanings of brand extension, this paper focuses on the potential risk of brand extension for the enterprise and puts forward some key factors to be considered in the process of carrying out the brand extension policy.

Key concepts: Brand extension, Extension (predicate logic), Business, Brand management, Corporation, Brand awareness, Key (lock), Advertising

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