Brand image and brand extension: model and implication

Brand image is a key driver of brand extension.How to build brand image is becoming one of the key factors of success of brand extension.This article analyzes the relationship of brand image and brand extension,and points out that brand image decides the scope of brand extension,and forms abrand extension model based on brand image.At the end,this article illuminates some managerial implications as studying consumer behavior,building brand core image and enhancing brand management.