A Discussion on the Conformity between the Cognitive Characteristics of Brand Connotation and Brand Extension Mode

DOI

10.2991/emim-18.2018.16How to use a DOI?

Keywords

Brand extension; Brand connotation; Cognitive characteristics

Abstract

Brand extension must take into account the cognitive dimension of the brand connotation of the parent brand. The brand extension mode can effectively promote the brand extension only when it fits with the product information attribute, the specific function and the technical attribute, and the symbolic attribute.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuanbing Liu
AU  - Wenbin Liu
PY  - 2018/08
DA  - 2018/08
TI  - A Discussion on the Conformity between the Cognitive Characteristics of Brand Connotation and Brand Extension Mode
BT  - Proceedings of the 8th International Conference on Education, Management, Information and Management Society (EMIM 2018)
PB  - Atlantis Press
SP  - 71
EP  - 74
SN  - 2352-5398
UR  - https://doi.org/10.2991/emim-18.2018.16
DO  - 10.2991/emim-18.2018.16
ID  - Liu2018/08
ER  -