activities

implementation

time

remark

Brand extension strategy

training

(1)48 students in the class, and freely divided into groups of 6.

(2)The panelists discussed the connotation of brand extension, brand extension strategy, brand extension advantages, and brand extension risks

(3)6 groups were guided by the teacher and discussed at the same time.

(4)Organize students to discuss the problems encountered in the process of brand extension strategy training. 

30minutes

There is one table and eight chairs in each group of classrooms

Evaluation indicators

Evaluation Criterion

Score

(100分)

assess

grades

proportion

Brand extension strategy training performance situation

1.Understand the connotation of brand extension, brand extension strategy, brand extension advantages, and brand extension risks.

twenty

seventy%

2.Understand that brand extension strategy training is prone to making mistakes 

twenty

3.Able to flexibly use the coping strategies of brand extension strategy training

twenty

4.Observe the time of the event

ten

5.real performance

ten

6.obvious effects

ten

7.Activity evaluation

ten

Teaching process

Attendance, attitude and enthusiasm

One hundred

thirty%

Group composite score

assignment

Brand extension strategy

class hour

2

knowledge objective

1. Master the connotation of brand extension

2. Familiar with the brand extension strategy

3. Familiar with brand extension advantages and risks

 Ability to target

1. Able to conduct brand extension strategy training in practice.

Teaching process design

remarks

Teaching steps and main contents

Import of cases

 From strong babies to strong generators

As the US baby shampoo market shrank as the US birth rate fell, J & J repositioned the shampoo, marketed the non-irritating shampoo to adults, and accepted it. Through the market extension to the Johnson & Johnson baby shampoo brand newborn.

 Ask about the premise of the class

How to understand the brand extension strategy?

(Objective: To guide students to enter the brand extension strategy task course with questions, and to grasp the relevant knowledge points and teaching key points and difficulties of this task on the whole. Teaching methods: a combination of questioning and explanation)

Related: relevant knowledge points]

1. Brand extension connotation

Brand extension (Brand Extensions) refers to the practice of using existing brand names to enter a new product category and launch new products. Brand extension allows enterprises to launch new products at a lower cost, so it becomes the main means for enterprises to launch new products.

 Ask questions in class

Please say an example of brand extension?

Live answer, included in the usual results

2. Brand extension strategy

(1) Industry

(2) Product quality

Include the following three extension methods: upward extension, downward extension, two-way extension

(3) Other related matters

(4) Specialization

(5) Integration

 Ask questions in class

What is the content of the brand extension strategy?

Live answer, included in the usual results

3. Brand extension advantages

Brand extension is a powerful means for enterprises to launch new products, quickly occupy and expand the market. It is the full exploration and strategic use of brand intangible assets of enterprises, so it has become a realistic choice for many enterprises.

(1) Accelerate the positioning of new products

(2) Help to reduce the market risk of new products

(3) It is beneficial to reducing the market import cost of new products

(4) Help to strengthen the brand effect and increase the economic value

(5) Enhance the image of the core brand

 Ask questions in class

What are the advantages of brand extension?

Live answer, included in the usual results

4. Brand extension risk

(1) Damage to the original brand image

(2) Consumer psychology

(3) The "seesaw" phenomenon

(4) The linkage effect

(5) Dilute the brand characteristics

(VI) Differentiation of product positioning

(7) Inconsistency of brand extension

(8) Moderate type of brand extension

 Ask questions in class

What are the risks of brand extension?

Live answer, included in the usual results

〖 training battalion 〗

[training mission]

Brand extension strategy training

[task object]

Help students to conduct the brand extension strategy in practice.

[task definition]

(1) The whole class of 48 people, free groups, forming 6 groups.

(2) Team members carry out the brand extension strategy in practice.

[mission requirements]

(1) The training is hosted by the teacher.

(2) The whole class of 48 people, free groups, forming 6 groups.

(3) The team members discuss the connotation of brand extension, brand extension strategy, brand extension advantages, and brand extension risk

(4) Arrange one student for each group to record and summarize it.

(5) After the activity, each group is required to select a representative to report the discussion experience in class.

(7) The preparation time is 10 minutes.

Class summary

 Summary of knowledge points

Brand extension (Brand Extensions) refers to the practice of using existing brand names to enter a new product category and launch new products. Brand extension allows enterprises to launch new products at a lower cost, so it becomes the main means for enterprises to launch new products. Brand extension strategy: industry, product quality, other related, specialization, integration. Brand extension advantages: accelerating the positioning of new products, help to reduce the market risk of new products, help to reduce the market introduction cost of new products, help to strengthen the brand effect, increase economic value, enhance the image of the core brand. Brand extension risk: damage to the original brand image, consumer psychology, "seesaw" phenomenon, strain effect, desalination of brand characteristics, product positioning differentiation, inconsistency of brand extension, moderate type of brand extension.

 Think after class

1. Understand the connotation of brand extension, brand extension strategy, brand extension advantages, and brand extension risk.

2. Combined with the reality, I can understand that the brand extension strategy training is easy to make mistakes, and I can flexibly use the coping strategies of the brand extension strategy training.

Teaching reflection of this course (classroom design concept, actual teaching effect and improvement idea)