To Avoid Risks, The Brand Of Footwear Industry Is Widely Extended.

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Brand extension is the process of extending a famous brand or a successful brand with market influence to products that are not nearly the same as the famous product or original product, so as to rely on the existing successful brands to launch new products.

Since 1970s, brand extension has been widely applied as a business strategy.

In 2010, Mu Lin Sen Liang Jian outdoor market, which had been ploughing the leisure leather shoes market.

"Invest 50 million yuan to start the market, expand the market by 100 million yuan, complete the construction of 200 terminal outlets, and establish 5~10 model market.

The terminal construction system will be doubled in 2012.

With the influence of the first brand in the casual footwear industry, he built an open category publishing platform, leading the Chinese leisure leather market.

As the outdoor leisure brand, which pioneered the "Sen Sheng style" in China, Mu Lin Sen's outdoor brand has highlighted the strong foundation of the brand marketing business.

Mu Lin Sen brand touched the outdoor market and made remarkable achievements.

Throughout the footwear industry, brand extension is becoming more and more extensive and content is more abundant.

Brand extension has brought huge business profits to some shoe enterprises, and has enhanced the comprehensive influence of the brand.

However, we must see that brand extension is a double-edged sword, opportunities and risks coexist.

"Falling in love with a female anchor and falling in love with AOKANG" is the slogan of AOKANG shoes.

As a famous brand in men's leather shoes, AOKANG has won good reputation and wide recognition from the market and consumers.

However, AOKANG's efforts to make the female market have become a recognized failure.

AOKANG, which has always focused on the male market and masculine brand connotation, has no obvious advantage in entering the female market. For the original brand, this extension damages the purity of the masculine image of the brand.

Some people say, "AOKANG shoes smashed the feet of AOKANG men's shoes", which may be the most accurate generalization of AOKANG's brand extension side effects.

Brand extension is not the development of new products relying solely on brand awareness.

In the market, many shoe companies are carrying out the brand extension, whether it is the extension of men's shoes to women's shoes, or the extension of women's shoes to men's shoes, and the extension of adult shoes to the market of children's shoes. There are many problems that shoe enterprises must consider in the extension of various categories.

The consistency of brand extension is the primary issue for shoe companies to consider.

This consistency is not only related to the product, but also the consistency between the brand concept and the connotations.

Consumers' recognition of brand characteristics and positioning of product performance and quality is the key to brand recognition.

If shoe companies are irrelevant in the process of brand extension, or if the brand names are very contrasting, they will affect the positioning of the original strong brands and damage the brand characteristics.

The process of success of a brand is the specific psychological orientation of the consumer to the specific utility and quality of the brand created by the enterprise.

Only product category extension that is consistent with the original brand product and brand connotation can help the shoe enterprises to extend their brand development intention.

Because consumers' cognition of the original brand has been formed, if the contrast is huge, even the product category development which is contrary to the original brand will lead to the vague cognition of consumers and the psychological orientation of consumers.

Such brand extension will not only result in poor results, but also affect the specific psychological positioning of the original strong brands in the minds of consumers.

Brand extension is a normal development of footwear industry to a certain stage. Shoes enterprises enhance brand competitiveness through brand extension. However, many problems can not be ignored.

From the perspective of long-term development, shoe companies should examine brand extension, understand the risks of brand extension and adopt reasonable and effective methods to avoid risks so as to ensure the success of brand extension.