OJBM  Vol.1 No.3 , October 2013
Interaction Mechanism and Strategy of Brand Relationship and Brand Extension
Author(s) He Liu*, Lili Fan
ABSTRACT
As new products are generally difficult to be accepted by consumers, and the cost of initial market introduction is high, enterprises often choose to do market extension of an existing brand. Simultaneously, a successful brand extension can enhance the reputation of the original brand, and expand the brand value. But how can enterprise take a good brand extension? Through establishment of a dynamic model of brand extension under the brand relationship context, investigating the interaction mechanism between brand relationship and extension, and base on that, we developed a strategy model of interaction and improvement of brand relationship and brand extension.

Cite this paper
Liu, H. and Fan, L. (2013) Interaction Mechanism and Strategy of Brand Relationship and Brand Extension. Open Journal of Business and Management, 1, 55-58. doi: 10.4236/ojbm.2013.13008.
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