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1、ACKNOWLEDGEMENTSFirstofall,Iwouldliketoextendmysinceregratitudetomymentor,whoconstantlyencouragedandguidedme,seriouslycommentedonmypaper,discusseddeficienciesinthepaperandputforwardimprovementsuggestionswhilefullyengaged.Mypapercannotreachpresentlevelwithou
2、thisguidance.Secondly,hightributeshallbepaidtothecollegeforofferinglearningplatformtomeandalltheprofessorsthattaughtmeaswithouttheirsystematicteaching,Icouldnotsystematicallyanalyzebrandextensionstrategyandproposemyownsuggestionsthroughcombiningwiththeknowl
3、edgetheytaughtandtheactualstatusofZcompany,whichIamfamiliarwith.Thirdly,Iamalsoindebtedtoalltheauthorsthatreferredtotheopinionsanddiscussionsofthispaperfortheirnewideasordiscussionsmademefurtheradsorbnewknowledge,whichwasveryimportantformetowritethispaper.F
4、inally,specialthanksshouldgotomyfamilyfortheirstrongsupportandconfidence.Ialsofeelgratefultomyclassmatesandfriendswhohadhelpedandinspiredme.Becauseofthesegreatexperienceandvarioushelp,Iwillbecomemorepowerfulonthewayinfuture.ABSTRACTWiththerapiddevelopmentof
5、economyin21stCentury,companiesarefacingfiercermarketcompetition.Atthesituationofincreasinglyhomogenizationofproducts,companies’intangibleasset“Brand”istheircompetitiveinstrument,whichplaysaveryimportantroleincompetitionprocess.Themonopolization,individuatio
6、nandextendibilityofbrandhavebecomeinstrumentsofenterprisecompetition,andtheformulationaswellasimplementationofcorrectbrandstrategyisoneofmethodsforcompaniestostandoutinfiercecompetition.Brandextensionoffersafasterandmoreeffectivewaytocorporationsforfurthere
7、xploitingthemarketandimprovingmarketcompetitivenessbyusingoriginalbrandinfluence.ThispapertookthebrandextensionofZcompanyasacase,basedontheanalysisthebrandrelatedtheoriesanditsachievementsincludingbrand,brandstrategy,brandextensionandtheresearchresultonbran
8、dextensionathomeandabroad,thispaperadoptstheoreticalanalysis,caseanalysisandmarketresearchmethodtoanalyzethebrandextensionofZcompany.Thispapershowedthepresentsituation,branddecision,brandpositioningand
