| Summary: | 碩士 === 東海大學 === 工業工程與經營資訊學系 === 101 === In an overview of the global market, a common place of every international well-known enterprise is their highly prestigious worldwide brand. If an enterprise wants developments and grows stronger, it has to manage the way of operating into global branding. In this globally increasingly competitive market, it is hard for an enterprise to maintain the competitive ability with only one kind of product or single brand. An enterprise has to start considering the issue of brand extensions and diversified enterprise operations. A successful brand extension can not only help the introduction of new product into a market smoothly and easily accepted by the consumers, but also it can increase the consumers’ brand approbation feeling and loyalty, further increasing the existing brand equity. Due to current existing studies that most used two dimensions to illustrate the brand extension strategies, however, with the changing times, there are more and more enterprises with master brand and sub-brands. The concept and approaches of master brand and sub-brand has been gaining more importance than before. Therefore, in this study, the master brand and sub-brand has been used as the main axis and combined with the direction of brand extension and product category similarity, and forms a structure relying on three factors. Also cases analysis has been employed to indicate brand extension strategies.
Thus, this study attempts to combine existing proposed brand extension strategies and proposes an architecture model for brand extension strategy. Also, through single brand of Apple and multiple sub-brands of SONY, it explores the types of brand extension strategies used by the enterprises. Individual case studies have been analyzed, which reveal the usefulness and effectiveness of the brand extension strategy structure established by this study.
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