The Study of Brand Extension by the Concepts of Brand Equity and Fit

• Main Authors: Hsin-Yu LU, 呂欣瑜
• Other Authors: Teng-Yuan Huang
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/90203817236279053328

碩士 === 輔仁大學 === 應用統計學研究所 === 90 === The brand extension tactics can decrease the marketing cost, associate an attribution of the original brand with the extension product, The customers easily identify the extension product and accept it. Reebok international Ltd. and Clearly Canadian Beverage Corporation announce a new beverage choice for today’s action, health conscious consumer with the launch of Reebok Fitness Water. Reebok international Ltd. make use the advantage of brand equity and understand sportsmen’s demand in the long time to enter the drink market of U.S.A.. We use the market research to discuss the fit of Reebok Fitness Water.We use the brand extension tactics by brand position. The marketing mix strategies in different customers. Hope the finding could be reference for business on new product development. Our finding shows: first,in the brand equity, customers evaluate that Reebok brand equity is positive and Reebok company own high brand equity. The brand awareness is high. The brand image is“sport”,“health”,“profession”Second, in the fitness, 40% customers think that the Reebok Fitness Water is well promoted by Reebok company. 44% customers belief its quality. 46% customers think that the brand image of Reebok and Reebok Fitness Water is the same. 41% customers accept the Reebok Fitness Water. 36% customers maybe buy the Reebok Fitness Water in the future.In a word,customers think that Reebok and Reebok Fitness Water is fit well. Third,on the characteristics of target customer,high extension customers are mostly female,often play basketball and badminton, product experience is satisfied,they consider promotion first when they choice drink. They have health concept and like to try new thing.middle extension customers are mostly female, often play volleyball,badminton and table tennis, product experience is satisfied,they consider“zero burden”first when they choice drink. They have health concept and like to try new thing.low extension customers are mostly male,often play basketball and volleyball,The satisfaction of product experience is lower, they consider“zero burden”and promotion when they choice drink.