2010•Unpublished venueRequires access

Causes,Foundation and Conditions of the Brand Extension

Qiang Ren

Abstract

Brand extension is one of the most useful marketing tools for the enterprises and the most efficient path of brand construction and development.But the causes and motives of employing brand extension strategy are various.Building brand personality is the foundation of the successful extension strategy.Synergistically enhancing brand extension power and brand leverage is the condition of the successful extension strategy.

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Key concepts: Brand extension, Extension (predicate logic), Brand management, Leverage (statistics), Brand equity, Brand awareness, Business, Marketing