Proceedings of the 8th International Conference on Education, Management, Information and Management Society (EMIM 2018) 2018
DOI: 10.2991/emim-18.2018.16
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A Discussion on the Conformity between the Cognitive Characteristics of Brand Connotation and Brand Extension Mode

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.

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