| Abstract |
| Today`s Enterprises are dash into unlimited competition era with globalism and wave of opening. The Competition is becoming intensify more and more. And also, The number of competitioner increasing rapidly day by day. Therefore, The Enterprise is endeavoring to Brand strategy development by one method of distinction. For example, "The Enterprise is selling Goods. However, The Consumer is buying Brand" It means that the Brand is important. Namely, The Consumer just thinking about goods. those are only synthetic things including the Goods quality, price, circulation and advertising. They do not think the Goods by itself. Therefore, The Brand Management Strategy is rising important issue in the Enterprise marketing activity. As like the Brand Management Strategy able to divide three part largely. Those are Brand Equity, Branding and Brand Extension. By the David A. Aaker(1991), The Brand Extension is using the name by extending for new Goods of other Goods group. However, The Goods must has high Brand value. In this position, The Extension means using Brand name for new Goods as it is, as well as include using by lightly changed name. But, The Consumer will be recognizing easily that it is similar name. In this study, I will introduce the existed research about Brand Extension as well as analyze the merits and demerits and detail properties of structure. Therefore, I will suggest the Brand extension construction. The Brand were composed by high evaluation and detail properties about Brand or Consumer`s friendly mind of Brand equity about Brand as well as It is connecting to buying Goods. This is general theory. In this study`s Brand Extension will be understanding the Consumer`s make decision by inner nation`s Consumer`s attitude for Brand and purchasing Goods activity. Especially, want to researching the relationship with Brand Extension and Construction. |
|
|
| Key Words |
| Brand loyalty, Brand Equity, Brand Extension |
|
|
 |
|
Full Text