【導讀】有形是指產品的新穎包裝、獨特設計、以及富有。象征吸引力的名稱等。正“上帝”的幸福感。讓他們始終覺得選擇買這種產品的決策是對的。的定義是品牌管理和IMC運動的主要關切。每一位營銷者應該追求長期股權，注重每一個細節(jié)的。因為一個小的消息失調會導致品牌延伸的巨大失敗。另一方面，他在消費者心中的心理過程。干擾變數(shù)是一個有用的指標，以評估消費者對品牌延伸評估。一個成功的品牌戰(zhàn)略依賴于信息溝通和一致的清晰的品牌形象。品牌延伸的負面影響將導致對母。品牌及品牌系列極大的損害。新產品被稱為剝離。品牌延伸選擇不當可能會淡化和惡化的核心品牌，損害品牌權益。絕大多數(shù)的文獻集中于消費者對母。其次，“替補”表示兩種產品是相同的用戶情況，并滿足他們，這意味著產品類很相似，所以，

　　

【正文】 he brand association is highly related to extension, consumer can perceive the fit among brand extension. Some studies suggest that consumer may ignore or overe the dissonance from extension especially flagship product which means the low perceived of fit does not dilute the flagship’s equity. Brand extension failure Literature related to negative effect of brand extension is limited and the findings are revealed as incongruent. The early works of Aaker and Keller (1990) find no significant evidence that brand name can be diluted by unsuccessful brand extensions. Conversely, Loken and RoedderJohn (1993) indicate that dilution effect do occur when the extension across inconsistency of product category and brand beliefs. The failure of extension may e from difficulty of connecting with parent brand, a lack of similarity and familiarity and inconsistent IMC messages. “Equity of an integrated oriented brand can be diluted significantly from both functional and nonfunctional attributesbase variables”, which means dilution does occur across the brand extension to the parent brand. These failures of extension make consumers create a negative or new association relate to parent brand even brand family or to disturb and confuse the original brand identity and meaning. In addition, Martinez and de Chernatony (2020) classify the brand image in two types: the general brand image and the product brand image. They suggest that if the brand name is strong enough as Nike or Sony, the negative impact has no specific damage on general brand image and “the dilution effect is greater on product brand image than on general brand image”. Consequently, consumers may maintain their belief about the attributes and feelings about parent brand, however their study does show that “brand extension dilutes the brand image, changing the beliefs and association in consumers’ mind”. The flagship product is a moneyspinner to a firm. Marketer spends budget and time to create maximum exposure and awareness for the product. Theoretically speaking, flagship product is usually had the top sales and highest awareness in its product category. In spite of Aaker and Keller’s (1990) research which reports 7 that prestigious brands are not harmed from failure of extensions, some evidence shows that the dilution effect has great and instant damage to the flagship product and brand family. Still, some studies suggest that even though overall parent belief is diluted。 the flagship product would not be harmed. In addition, brand extension also “diminish[es] consumer’s feelings and beliefs about brand name.” To establish a strong brand, it is necessary to build up a “brand ladder”. Reference [1] Henry. A Seer consumer behavior and marketing strategy machinery Press, 1999 [2] Philip. Kotler Marketing [M] Beijing: China Press, 2020 [3] Philip. Kotler new petition [M] Beijing: China39。s Commercial Press, 1998 [4] Philip Kotler of the Chinese People39。s Marketing Management University Press, 2020 [5] Anne. T. Kelan marketing channels such as Beijing Electronics Industry Press, 2020