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, macro and micro, as well as literature and empirical perspectives. Based on an analysis of the concept of brand asset value, it proposes a comprehensive understanding of brand asset value, outlining its flow trajectory and patterns. Building on this foundation, the author examines the three levels of brand extension, proposes a theoretical model for brand extension, and establishes an evaluation framework for it. Finally, the author investigates 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 implications, providing guidance 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 supplements the book's theoretical significance.