The Effect of Brand Extension Strategy on Brand Image

• Main Authors: Liang Pei-Chi, 梁佩琪
• Other Authors: Wayne S. Chow
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/65726271430370385887

碩士 === 中國文化大學 === 國際企業管理研究所 === 93 === The Effect of Brand Extension Strategy on Brand Image Student：Liang Pei-Chi Advisor：Prof . Wayne S. Chow; Yang Tai-Ning Chinese Culture University ABSTRACT This research is mainly focusing on the makeup industry to find out the best way to introduce the brand to new customers or newer products to existing customers with positive image build up. The makup brand SK-II is used as a demonstration to give some sales strategies in the makeup industry. The main purpose of conducting this research is to see whether it is likely to succeed to introduce further products such as perfumes as an example in SK-II. This study uses the literature preview as a probe to find out: 1.The best way to introduce newer products such as perfumes. 2.Whether such products would meet the company's present image. 3.The standards of current customers set on the company's products. From the 303 questionaires done by consumers it shows that by introducing new products such as perfume may effect the image of the company. After an SEM (Structural Equation Model) analysis it shows that customers who held a affect towards the company's products would be more interested in our future products other than makeup products and likely to introduce the brand and products of family and friends. After analysing the research the conclusion is that the company should consider how to make the current customers favours the brand more, and both current and future producsts should be fashionable. All these points should be taken into consideration when a makeup brand wishes to introduce further products and buil up the company's image. Research was focaus on the brand extension strategy effect of brnad image. Key words: brand extension; brand image; brand; marketing strategy; SEM.