Brand Expansion: Extension and Innovation

Author: Xue Ke
Publisher:
Publish Date: 2004-10-01
Features: Brand theory is an important component of the marketing theory system. The extension and innovation of brands are among the most important and cutting-edge topics in brand theory. This book explores brand extension and innovation from theoretical and practical perspectives, macro and micro levels, as well as literature and empirical research. Building on the conceptual framework of brand asset value, it proposes a comprehensive understanding of brand asset value, identifies its flow trajectory and patterns, and further investigates the three levels of brand extension. The author introduces a theoretical model for brand extension and establishes an evaluation framework. Finally, the author examines the causes and directions of brand innovation, reviews various methods of brand innovation, and explores the correlation between spatial brand extension (as a spatial dimension) and temporal brand innovation (as a temporal dimension). These insights hold significant theoretical and practical value, offering guiding methods and approaches for brand practice. Particularly valuable is the author's decade-long tracking of the development trajectories of 36 strong brands, yielding substantial first-hand empirical data that enriches and complements the book's theoretical contributions.