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【正文】 s Commercial Press, 1998 [4] Philip Kotler of the Chinese People39。s extension is one of the new product development strategies which can reduce financial risk by using the parent brand name to enhance consumers39。 科蘭等．營(yíng)銷渠道．北京：電子工業(yè)出版社． 2020． Brand building strategy 4 ABSTRACT： Brand in tangible products and intangible service basis. Tangible product is the innovative packaging, unique design, as well as symbolic attractive names. And the service is the sales process or aftersales service to customers satisfied with the feeling that allow customers to experience the real God feeling of happiness. Let them feel that the choice to buy the product of the decision. Based on the elaborate brand strategy to guide enterprises to establish their own unique brands. Keyword: brand， brand building Brand building Brand equity is defined as the main concern in brand management and IMC campaign. Every marketer should pursue the long term equity and pay attention to every strategy in detail. Because a small message dissonance would cause great failure of brand extension. On the other hand, consumer has his psychology process in mind. The moderating variable is a useful indication to evaluate consumer evaluation of brand extension. Throughout the categorisation theory and associative work theory, consumer does have the ability to process information into useful knowledge for them. They would measure and pares the difference between core brand and extension product through quality of core brand, fit in category, former experience and knowledge, and difficulty of making. Consequently, in this article may conclude some points about consumer evaluation of brand extension: 1. Quality of core brand creates a strong position for brand and low the impact of fit in consumer evaluation. 2. Similarity between core brand and extension is the main concern of consumer perception of fit. The higher the similarity is the higher perception of fit. 3. Consumer’s knowledge and experience affect the evaluation before extension product trail. 4. The more innovation of extension product is, the greater positive fit can perceive. A successful brand message strategy relies on a congruent munication and a clear brand image. The negative impact of brand extension would cause a great damage to parent brand and brand family. From a manager and marketer’s perspective, an operation of branding should maintain brand messages and associations within a consistency and continuum in the long way. Because the effects of negative impact from brand extension are tremendous and permanently. Every messages or brand extension can dilute the brand in nature. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a welldeveloped image uses the same brand name in a different product category. The new product is called a spinoff. Organizations use this strategy to increase and leverage brand equity (definition: the worth and longterm sustainability just from the renowned name). An example o
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