Zheng Tong

Brand extension, is also the spirit of another vest – health care products, facial mask, toothpaste – hairdressing industry

“Over the brand extension will pull in thousands of products and the distance between the core product, people feel worthless, not only new products do not establish a good image, even the main product will also be implicated. As a strategy, why will yield different results? key is from the degree to handle the timing of these variables to seize the law. ”

Brand extension is to maximize corporate profit-common method, not only can reduce the Advertisement Publicity costs, but also with the power of the brand, the new products more quickly into Consumption The vision of those who were happy to accept his. Can be said that brand extension is an icing on the cake of learning.

In medicine Health Areas, many mature brand and product awareness in order to expand market share, brand extension strategy also used. However, these enterprises may not be able to brand extension strategies to achieve the desired results. Well, the more efficiently; screw up, then upset the brand in the minds of consumers the original position. Indeed, over the brand extension will pull in thousands of products and the distance between the core product, people feel worthless, not only new products do not establish a good image, even the main product will also be implicated. Similarly, a strategy, why would achieve different results? The key is from the degree to handle the timing of these variables to seize the law.

Conventional weapons In the marketing industry, brand extension is seen as part of business strategy, rather than a simple marketing strategy. Beijing litz Medicine Management Consulting S & P before the high chief adviser that brand extension is not a simple copy the brand, more than a simple product line extensions. “Some people think that for a Package , Add a dosage form, to borrow a name that is an extension of the brand, it is merely an extension of the form, not a real extension of the connotation! “High general to speak.

Century brand in brand extension Yunnanbaiyao much concern to the industry to operate. GF Securities Ge Zheng, economic analysts point out that drug development Yunnanbaiyao from injuries to a number of specialist subjects up to more than 300 kinds of diseases, through production, marketing, research and development and other aspects of reform, glows a new vitality. Ge Zheng said that as a state secret varieties of traditional Chinese medicine prescription, Yunnanbaiyao itself has a strong brand, combined with years of active through the formulations of expanding the company to optimize product structure, market intervention by the low-end and high-end market through market segmentation and strengthen marketing, Yunnanbaiyao breakdown products in recent years have been the rapid development of its brand extension has been good.

Only high general told reporters that the years go by Yunnanbaiyao Chinese patent medicine Axis of the diversification strategy, market segments, while relying on a strong brand is gradually involved in the daily consumption, such as Yunnanbaiyao toothpaste, Yunnanbaiyao Mask Is the more successful cases, has become a new profit growth point Yunnanbaiyao.

Yunnanbaiyao Why enter Day of Industry? Yunnanbaiyao a high level, explained in an interview, the division of labor from the industry perspective, the date and Pharmacy Have a strong correlation, the Group intends to use it as a new marketing direction. Toothpaste in high-end market, Colgate’s slogan is to “prevent tooth decay,” dark sister toothpaste slogan is “breath, white,” the Spirit of cold acid slogan “allergy” is the slogan of Bai Yao shot toothpaste and Yunnanbaiyao Value Positioning of the same strain: bleeding, blood circulation, tissue repair. But according to journalist observed, Bai Yao toothpaste market price much higher than other toothpaste. In response, interpreted as a professional, high prices on the one hand the decision by the high development costs, on the other hand to the eyes of ordinary consumers to distinguish products date to the Health Products Direction of approach.

One pair of Tong Ren Tang , Who has studied the industry has told reporters that Chinese medicine has a history of 300 years old and famous in its market expansion Tong Ren Tang has also used the brand extension strategy: money in 2001 set up a “peer herbal skin care centers in Asia,” and have launched the “peer herbal medicine “series of products, established in 2005 Beijing Tong Ren Tang Cosmetics Co., Ltd., specialized R & D management” cosmeceutical “products. Can be seen, Tong Ren Tang is not limited to its own advantage in proprietary Chinese medicines, but in the functional cosmetic raw materials and technology with the new development, strengthen the efficacy of products, from professional development to improve its ability to boost brand , extending its own brand.
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劉文正- Liu Wen Zheng – Tong Nian – 童年(masa Anak-anak)