A Study on the Brand Extension Products’ Form Image – A Case Study of ASUS Products

• Main Authors: Ping-Chieh Chang, 張秉節
• Other Authors: Chi-Yuan Lo
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/14020295478791965016

碩士 === 大同大學 === 工業設計學系(所) === 93 === 　　Enterprises for expanding own business opportunities and market usually choose brand extension as their primary strategy. By putting their own well-known brand on the new released product categories, hoping to draw the consumers to purchase the new products. However, before proceeding to the brand extension strategy, we should evaluate the market with extra care, and set the brand image into the new product credibly. The ultimate goal of this kind of operation is to make the brand lovers have sympathy with the new product. Further more, they could accept or even buy the new released brand extension product. 　　The object of this research locks on the company that has a successful brand image by different kinds of products, and still use brand extension to launch new kind of product to the market. Using questionnaire to find out how do consumers think about this kind of company. 　　Randomly select 100 interviewees and use scale type questionnaire on the 4 products of notebook, PDA, cell phone, and portable CD-ROM to find out how do they think about the products’ form images on 7 adjectives, which are solid, technological, laminar, delicate, creative, compact, and accurate. It turns out that among the 4 products, only solid and creative have no significant difference, rest of the adjectives have.