China's Shoe Brand Extension Is Getting Better And Better.

With the brand economy of shoe industry Vigorous development and Marketing channel With the quickening of the pace of integration, the trend of brand diversification in the industry is also emerging. In brand Diversification At the same time, it will have to involve another key issue: brand extension.

As we all know, most of the brand extensions of footwear industry are rooted in the development of shoes and clothing. In brand mergers and acquisitions aimed at expanding product lines and achieving brand extension, cross category integration is easier than cross industry integration, because existing brand operation experience is easy to transplant to new categories. However, the brand extension effect has also given the market a great deal of torture, that is, whether the brand extension is legitimate or whether it meets the psychological acceptance of consumers across categories. Therefore, brand extension must be cautious and prudent.

It is understood that brand reputation is directly proportional to brand extension, because brands with high reputation often have good reputation and consumer trust. Consumers often rely on the trust of the original brand, and can accept brand new products in a short time. On the contrary, a brand with a reputation generally extends its products to consumers' doubts about their capabilities and motivation. Similarly, if the brand becomes a synonym for a certain product, it will be difficult for consumers to accept the extension of other products, and the brand extension will be difficult to succeed.

Admittedly, brand extension can save new brand from the promotion cost of market development and greatly shorten the process of new brand being perceived by consumers. Especially for those brands with stable consumer resources, this is undoubtedly a good one. marketing strategy 。 For this reason, these brands will continue to exert themselves in the market construction and constantly pursue the extension of the brand, and make full use of the market influence of the original brand, and gradually develop the market value of the new brand resources. But at the same time, we need to realize objectively that although the chances of successful brand extension are great, the risk coefficient of brand extension is not small.

Brand extension is a feast for the wise, but for the ignorant is the beginning of a nightmare. Customers are the arbiters of brand extension. They always mark the success of brand extension with actual buying behavior; only have a deep understanding of the essence of the brand, understand the inner world of the customers, and stick to the brand extension. Key Only in this way can we make the right brand extension strategy.