The Review and Perspective of Brand Extension

The strategy of brand extension is an important branch of brand equity theory. It is a new named model of brand through the integration of enterprise internal and external resources to get the purpose easily. Brand extension has been widely used as a strategic tool since 1990's. This paper based on the framework of AK model theory as the main line to summarize and classify the determinants of brand extension from four aspects: consumers,products,brands and others. Then,this paper would also discussed the entering time and method of brand extension. Finally,it is the conclusion and future research direction.