How accurate positioning of the shoe market development, brand extension road
In the past ten years, the brand most striking phenomenon is the operation of the brand extension. The so-called brand extension refers to the business use of existing successful brands, introducing new products, expanding the brand products covered by the collection or extension of product lines to enter the market as soon as possible the entire brand management process. With the economy booming shoe brands and marketing channels to accelerate the pace of integration, industry, the brand has become more diversified development trend presented. However, the current overall market position, brand diversification, while another would have to involve the most critical issue, that is the brand extension. Known shoe brand extension of the tentacles are mostly deep roots implanted into clothing and other sectors. In order to expand its product line and brand extension for the purpose of brand acquisitions, the integration of cross-category than the cross-sectoral integration easy, because both of the brand experience to easily migrate to the new category to go. However, for an extension of the brand effect, it really left to the market a big torture, that is, a number of brand extension is justified or whether consumers across the categories of psychological acceptance. Therefore, brand extension must be cautious, as an invaluable. To Yili Group has served as director of marketing, the current director of marketing for the Luo Zhengming Variety that Mickey, in the usual sense, in order to expand the product line and brand extension for the purpose of brand acquisitions, cross- category integration than cross-sectoral integration easy, because both the brand experience to easily migrate to the new category to go, Belle sophisticated management model, though unlikely to be fully cloned to each child who use the brand, but it must be for children, shoes and apparel industry and the whole area of ??children's products bring learning effect for the industry to bring more opportunities. It is understood that brand reputation is proportional to the level of the same brand extension, because the high reputation of the brand often has a good reputation and consumer confidence, consumers tend to trust based on the original brand , in a short time to accept the new brand extension product. On the contrary, the general reputation of the brand, its products are often extended to consumers doubt the ability of enterprises and the motivation is more difficult to be successful. The same is true if a certain brand synonymous with the product, then extended it is difficult to introduce other products accepted by consumers, the brand extension is also difficult to achieve. Indeed, brand extension can be implanted to save the new brand and market development, promotion costs a great extent, reducing the new brand awareness by consumers in the process. Especially for those with a stable of brands, consumer resources, this is a good marketing strategy. Tentatively Based on this, these brands tend to force the market will continue to build and continue the pursuit of brand extension, and full use of original brand of market influence, and gradually developed a new brand of the market value of resources. But at the same time, we also need to realize the objective, although a great opportunity for a successful brand extension, brand extension, but there is the risk factor is not small. Brand extension is a feast for the wise, while the ignorant is the beginning of a nightmare for. Customer is the arbiter of brand extension, they will always be based on actual purchase behavior to the success of the brand extension to scoring; only in-depth understanding of the nature of the brand, in-depth understanding of customer's inner world, adhere to the key principles of brand extension, brand extension in order to make the right strategic decisions!
In the past ten years, the brand most striking phenomenon is the operation of the brand extension. The so-called brand extension refers to the business use of existing successful brands, introducing new products, expanding the brand products covered by the collection or extension of product lines to enter the market as soon as possible the entire brand management process. With the economy booming shoe brands and marketing channels to accelerate the pace of integration, industry, the brand has become more diversified development trend presented. However, the current overall market position, brand diversification, while another would have to involve the most critical issue, that is the brand extension. Known shoe brand extension of the tentacles are mostly deep roots implanted into clothing and other sectors. In order to expand its product line and brand extension for the purpose of brand acquisitions, the integration of cross-category than the cross-sectoral integration easy, because both of the brand experience to easily migrate to the new category to go. However, for an extension of the brand effect, it really left to the market a big torture, that is, a number of brand extension is justified or whether consumers across the categories of psychological acceptance. Therefore, brand extension must be cautious, as an invaluable. To Yili Group has served as director of marketing, the current director of marketing for the Luo Zhengming Variety that Mickey, in the usual sense, in order to expand the product line and brand extension for the purpose of brand acquisitions, cross- category integration than cross-sectoral integration easy, because both the brand experience to easily migrate to the new category to go, Belle sophisticated management model, though unlikely to be fully cloned to each child who use the brand, but it must be for children, shoes and apparel industry and the whole area of ??children's products bring learning effect for the industry to bring more opportunities. It is understood that brand reputation is proportional to the level of the same brand extension, because the high reputation of the brand often has a good reputation and consumer confidence, consumers tend to trust based on the original brand , in a short time to accept the new brand extension product. On the contrary, the general reputation of the brand, its products are often extended to consumers doubt the ability of enterprises and the motivation is more difficult to be successful. The same is true if a certain brand synonymous with the product, then extended it is difficult to introduce other products accepted by consumers, the brand extension is also difficult to achieve. Indeed, brand extension can be implanted to save the new brand and market development, promotion costs a great extent, reducing the new brand awareness by consumers in the process. Especially for those with a stable of brands, consumer resources, this is a good marketing strategy. Tentatively Based on this, these brands tend to force the market will continue to build and continue the pursuit of brand extension, and full use of original brand of market influence, and gradually developed a new brand of the market value of resources. But at the same time, we also need to realize the objective, although a great opportunity for a successful brand extension, brand extension, but there is the risk factor is not small. Brand extension is a feast for the wise, while the ignorant is the beginning of a nightmare for. Customer is the arbiter of brand extension, they will always be based on actual purchase behavior to the success of the brand extension to scoring; only in-depth understanding of the nature of the brand, in-depth understanding of customer's inner world, adhere to the key principles of brand extension, brand extension in order to make the right strategic decisions!
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