Brand Extension: Not Conflict With Brand Core Value

< p > consumers purchase any product, often to satisfy their own special needs, rather than the product itself. Consumers do not want the fans themselves to buy electric fans. What they need is the sense of cool indoor summer. This is a common sense that is easy to understand.

Therefore, the image of any product in the minds of consumers is not always as simple as a product, but a value that meets the needs and benefits, and a solution to the needs.

And brand is the carrier of this value.

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< p > since consumers are not looking at the product itself, then the focus of the brand strategy work is definitely not the product, and the core of the brand strategy work must not be based on the product standard. Since the consumer's understanding of the brand is more manifested in price, the standard of brand positioning must be taken as the core.

The core value of a brand is the most essential and the most valuable value in the interest that the brand provides to the consumer. All of these should be centered on the core value of the brand rather than the product.

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In fact, whether the brand positioning includes the extension space, the factors that may be considered include: the core value of the brand, the correlation between the old and new products, the industry and product characteristics, the market capacity of the product, the market environment of the enterprise, the purpose of the new product development, the market competition pattern, the enterprise financial resources and the brand promotion ability, etc. the original product itself is not worth paying much attention to, P.

Among these factors, brand core value and basic recognition are the most important ones.

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< p > a successful brand has its unique core value. If this core value and basic recognition can contain and extend products, it can boldly carry out brand extension.

Conversely, brand extension should be based on the principle that it should not conflict with the original core value and personality of the brand.

Almost all brand extension cases can find out the root cause of success or failure by following this rule.

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< p > the discussion on brand extension only refers to products that are close to each other and related to each other (according to the understanding of positioning dogmatism, or even the same kind of products), they can share the same brand.

The success of Wahaha and Nestle brand extension can also be explained from the perspective of brands whose products are related to higher food and beverage.

In fact, the high degree of relevance is just a representation. High correlation means that these different products provide different solutions to the same problem and satisfy the interests and values of the same kind of needs, thus leading consumers to recognize and buy the same brand for the same or similar reasons.

For example, when choosing milk powder, lemon tea and coffee, they hope that the brand can give people a sense of "good taste, safety and warmth", so the milk powder, coffee and lemon tea of Nestle, which has such a feeling, are very popular.

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< p > Marlboro has been very successful in extending from cigarette to jeans, jeans, cap and belt.

A lot of products that share a brand that are less relevant than the bottom and even the wind and cattle have also achieved an unprecedented success. The reason is that the core value of the brand can accommodate a series of products that are far from the surface.

The core value of such brands is cultural and symbolic meaning, mainly composed of emotional and self-expression interests, so it can contain products with far different physical attributes and product categories, so long as these products can become carriers of brand culture.

The core value of the brand is inclusive, and it can be seen that the products with far more categories are shared by one brand.

BMW can extend to < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a >, because BMW is not only a symbol of the extraordinary car manufacturing technology and technology, but also means "smart, elegant, fashionable, relaxed, relaxed" lifestyle, car and clothing are the carrier of interpretation of BMW's core values.

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< p > according to some people's claim, brand will become a product's pronoun, and brand extension will destroy the image of brand.

If Nestle is synonymous with coffee, it should not extend to milk powder and other products.

This is only a point of view derived from the single angle of brand association to specific products, taking into account the corresponding relationship between brand and specific products.

Indeed, Nestle and coffee are closely linked. When consumers mention Nestle, they first think of coffee, which is one of Nestle's brand assets and core values.

But Nestle also means "the leader of the international food industry, warm and friendly", which is the main part of the core value of the brand, and can contain many products such as coffee, milk powder, ice cream, lemon tea and so on.

So Nestle's series of foods are widely accepted by consumers.

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< p > it can be seen that for the practice of location theory, a wise enterprise will tailor and assess the situation. Mechanically copying dogma will only lead to wrong judgement, and it will never give effective guidance to the brand strategy of an enterprise.

Trout's positioning theory needs to absorb the essence of his dialectic dialectically from the perspective of development.

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