Here you can find out what is meant by the end of a Mark Hung on the goal of a mark the end of Hung and what the prerequisites for successful brand extension - according to the relevant literature - and finally simplifies greatly in their own words - is.
I did two years ago, something deeper and something about busy and put together. Here are a few examples.
From the textbook: definition and purpose of a brand extension:
A trademark is the process of elongation, which is specifically used for the values of an established brand for new products by using a common name. The aim of the brand extension is to use the already established positive associations and expectations among consumers and capitalize on the associated preferences in new products. It is an attempt to obtain a positive image transfer to a brand new brand.
The elongation of a brand is particularly useful when positioning an existing brand that does not address specific customer segments allows. Another great advantage of the brand extension in comparison to the introduction of Neumarken is the ratio of advertising expenses to sales units (see the strategy of brand management and technology 
by Franz-Rudolf Esch, 2004 edition, pages 269 and 283).
Prerequisites for successful brand extension:
The most important prerequisite for the success of the implementation is that the new product fits the traditional label (see Marketing: A management-oriented introduction 
Esch, Hermann, Sattler, 2006 edition, page 208). Because the further you get away from the core competencies, the higher the risk that the brand values of the parent brand is no longer transferable to the new products. In the case of the new brand would not "jump start" experience through awareness and confidence of the old brand. Anticipated synergies would ultimately fail.
Also, make sure that companies in haste and not stretch too many brands, as this creates a risk that water down by the rapidly rising level of diversification of the company's brands and the image of the extended damage. A strong dilution of the parent brand image can thus add to the core products and negative associations with the company thus inflict lasting damage.
A further a condition for successful brand extension is that the parent brand must be strong enough. If it has too low brand awareness and a weak image, it is not possible to transmit clear memories of the extension product.
The fourth condition is that the synergy effects and overrated false conclusions and thus occurs to a deficit in communication for the successful application of the new brand.
The transfer potential of a brand is greater, the closer to the original brand or product category and the extension product category in technological and emotional perception of spaces to each other.
So what does this mean in German:
I do once the explanatory Bear and the explanatory easiest (and simplified) with a chart. Read the full article »
