Brand extension research process and key success factors as an O company example

• Main Authors: Chia-Yu Chang, 張家瑜
• Other Authors: Dr. Chun-Der Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/9q4kc4

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 102 === Brand extension, for the industry it is a necessary process of development, the use of brand extension to expand the market absorb more of a brand strategy for brand extension success factors for many, but few have a more in-depth study of its failure to extend the process factors. This study extends the process of the case by the company''s branded products to understand the relevant factors and learn about the various factors affecting the extension fails with the specific details. More then to understand the process of the same brand in the face of the extension of the successes and failures of the market environment for decision-making is not the same generated, and hope that through case after case presented in this study can be used as future applications to avoid brand failure factors , as well as the continuation of competitive advantage and improve avoid reference. Research done from the following four points in more detail: (1) supply chain partners speculation and management issues. (2) brand extension strategy swing problems. (3) whether the product is considered as brand extension decision to extend the core capabilities of the problem. (4) brand extension of other related issues.