Theory of Brand's Essential Value in Strategy of Brand Extension

A successful brand has its characterized essential value and individuality.A rational brand extension and expanse is to make full use of the immaterial capital,which is the containable brand's essential value,and to fulfill the leaping development of the enterprise.This paper discusses brand extension strategy focusing on brand's essential value,and points out the principles and preserve of brand extension.For the domestic enterprises ,brand extension is an appropriate choice at present.