BrandextensionisthemostlikelyfallintotheerrorConsumerstobuyanyproduct,thepurposeisoftentomeettheirownspecificneeds,anddefinitelynottheproductitself-notwantconsumerstobuyelectricfanfanitself,heneedsistheinteriorcoolinsummerfeeling-thisisaveryeasyunderstandcommonsense,therefore,anyproduct’simageinthemindsofconsumersisoftennotasimpleproductsosimple,butameetthedemand,thevalueofbenefitsprovided,ademandsolution,whilethevalueofthebrandisthiscarrier.Sinceconsumerssawnottheproductitself,thebrandstrategywork,thefocusisboundtoconsidernottheproduct,whilethecorebrandstrategy-positioning,andnevershouldbeaproductstandard,sincebetterunderstandingofconsumerbrandmanymanifestationsofvalue,thenthestandardbrandpositioningmusttakeitasacoreofthecorevaluesofthebrandisthebrandtoprovideconsumerswiththebenefitofthemostessential,themostpersonalizedvalue,theneverythingshouldbebasedonthecorebrandvalueasthecenterratherthan1theproduct.Infact,thebrandpositioningthatitcontainstheextendedspace,youmaywanttoconsiderfactorsare:thecorevaluesofthebrand,thedegreeofassociationofoldandnewproducts,industryandproductfeatures,productmarketcapacity,marketenvironmentinwhichenterprises,enterprisedevelopmentThepurposeofnewproducts,marketcompetition,corporatefinancialandbrandingcapabilities,etc.,whiletheoriginalproductitselfisnotworthtoomuchemphasisontheabovenumberoffactors,thebrandcorevaluesandbasicrecognitionisthemostimportant.Asuccessfulbrandhasitsuniquecorevalues,ifthecorevaluesandbasicidentificationtolerantextensionproducts,youcanboldlybrandextensioninturnmeans:brandextensionshouldtrynotoriginalcorevaluesandbrandconflictwiththeprincipleofindividualityAlmostallcasesareavailablefromthebrandextensionistofollowthislawtoidentifytherootcausesofsuccessorfailure.Previousdiscussiononbrandextensioncategoryonlygeneralreferencestoclosehighercorrelationproducts(inaccordancewiththe2understandingofpositioningdogmatists,oreventhesameproductcanonlybesharedwithabrand.WahahaandNestlebrandextensionsuccesscanalsobeunderthecommandoftheproductsarefromthebrandassociatedwithahigherdegreeofinterpretationintermsoffoodandbeverageinfactaremerelyassociatedwithhigh,highcorrelationmeansthatthesedifferentproductsprovidethesamekindofproblemsolvingindifferentprogramsandmeettheneedsofthesameclassinterestsandvalues,leadingtoconsumersforthesameorsimilargroundsandbuythesamebrandrecognitionissubstantialforexample,choosemilk,lemontea,coffeebrandswhentheywanttogivepeopleakindof‘goodtaste,asafetysense,warm‘feeling,sohavethisfeelingNestle’smilkpowder,coffee,lemonteaisverypopular.Marlborocigarettesextendsfromjeans,jeans,caps,beltswasagreatsuccessandmanyrelateddegreethantheendproductorevenirrelevanttoshareabrandactuallyhasachievedunprecedentedsuccess,whichinthefinalanalysisisBecausethecorevaluesofthebrandonthesurfaceappearstobeabletoaccommodateafarcryfromtheseries.Suchbrand’s3corevaluesistheculturalandsymbolicsignificance,mainlybyemotionalphenotypeofinterestandself-constituted,itcanaccommodatephysicalattributes,productcategoriesvaryconsiderablyFarproduct,aslongastheseproductscanbebrandedcarrierofculture.brandcorevaluesinclusiveforceofthecategoryofproductsshareadistantbrandsuccessstoriesabound.BMWhasbeenabletoextendtoclothing,becauseBMWisnotonlyasymbolofaremarkablesystemofvehicletechnologyandprocess,alsomeans‘cool,elegant,stylish,laid-back,relaxed’lifestyle,carsandclothingareinterpretersBMWcorevaluesofthecarrier.Accordingtosomepeopletosay,thebrandbecamesynonymouswithaproductafterthebrandextensioncategorywilldestroytheimageofthebrand,suchasNestleissynonymouswithcoffee,itshouldnotextendtowardsmilkandotherproducts,whichisonlytothespecificproductfromthebrandLenovoThissinglepointofviewisderived,takingintoaccountonlythebrandandproduct-specificcorrespondence.Indeed,Nestleisverycloselylinkedwiththecoffee,consumersthinkoffirstmentionofNestle4coffee,whichisNestle’sbrandequityandcorevaluesone,butNestlealsomeans‘aworld-classleaderinthefoodindustry,warm,friendly,’thesearethemainpartofthecorevaluesofthebrand,canaccommodatecoffee,milk,icecream,lemonteaandmanyotherproducts.thereforeNestle’sseriesoffoodarewidelyacceptedbyconsumers.Beseen,forthepracticeofpositioningtheory,wisecompanieswilltailorthesituation,mechanicalcopyingonlyleadtowrongjudgmentdogma,cannevergivecorporatebrandstrategytobringeffectiveguidanceMastersTroutpositioningtheory,needtobedevelopmentperspective,theabsorptionofitsinherentdialecticalessence.Brandextensionofhowmuchspace,notonlydependsonthebranditself,butalsodependsonthebrandintheconsumerhowmuchthebraincanimagine.5
