Import of cases Intel (Intel) company brand expansion The most successful example of this strategy is Intel (Intel). Intel is the world's largest computer chip maker, working with the world's major computer manufacturers. In 1991, Intel launched the Pentium line of chips, along with a huge promotion plan to spend $100 million a year to encourage computer manufacturers to use the "Intel Inside" logo on their products. A 5% discount to a computer maker with a "Intel Inside" on the purchase. In 1992, Intel's sales increased 63 percent from the previous year, and the "Intel" logo became broader with computer products. Since chips are the core board of computers, and Intel has always been a supplier of good chips, consumers have formed the impression that computers should use Intel chips and computers should add the "Intel Inside" logo. Today, many computer brands, such as IBM Dell, HP, Lenovo, and Founder, all add the "Intel Inside" logo to their products, and Intel's brand reputation is growing. Ask about the premise of the class How to master the strategy of brand expansion? (Objective: To guide students to enter the strategy task course of brand expansion 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 expansion strategy Brand expansion strategies are mainly as follows: (1) Single brand strategy A single brand strategy is that when brand expansion, multiple products use the same brand. According to the difference of their single degree, we continue to subdivide the single brand strategy into: product project brand strategy, product line brand expansion strategy, and umbrella brand expansion strategy. 1. Brand expansion strategy of product projects The so-called product project brand expansion strategy refers to the use of a single brand to expand the products on the same product line during the brand expansion. The products of the same product line often face the same consumer group, and the production technology of the products is also related in some aspects. They complement each other in functions and are used to meet the different needs of the same consumer group. Therefore, the brand expansion strategy of the product project is highly relevant and is easy to achieve success. This little link Shanxi Donghu Group is a famous vinegar production enterprise, focusing on vinegar, it developed various products such as dumpling vinegar, face vinegar, ginger vinegar, health vinegar, making the brand of "Donghu" expanded in the same product line, due to the reputation of "Donghu"; this highly relevant product project brand expansion strategy was successfully implemented. 2. Product line brand expansion strategy The so-called product line brand expansion strategy refers to the brand expansion across the product line, and the products in different product lines use the same brand. Enterprise brand expansion uses the product line brand expansion strategy, but also to find a certain before and after the correlation, so that the basic elements of the brand are similar or the same. 3. Expansion strategy of the umbrella brand The so-called umbrella brand expansion strategy is a publicity strategy using a brand expansion strategy, that is, all products of the enterprise use the same brand whether related or not. (2) Multi-brand strategy With the diversification of consumer demand, a consumer group is separated into several groups with different preferences. A single brand strategy often cannot cater to the diversification of preferences, and is easy to cause brand without obvious brand personality and brand image confusion, and multi-brand strategy just solves this problem. (3) Compound brand strategy The so-called compound brand strategy refers to giving two or more brands to the same product, that is, using two or more brands simultaneously on a product. According to the relationship between brands, the composite brand strategy can be subdivided into annotated brand strategy and cooperative brand strategy. 1. Annotation the brand strategy 2. Cooperative brand strategy Ask questions in class What are the brand expansion strategies? Live answer, included in the usual results 2. The trap of brand expansion (1) damage the high quality image of the original brand (2) Dilute the brand positioning (3) Psychological conflict (4) The seesaw effect Ask questions in class What are the pitfalls of brand expansion? Live answer, included in the usual results 〖 training battalion 〗 [training mission] Brand expansion strategy training [task object] Help students in practice for brand expansion strategy training [task definition] (1) The whole class of 48 people, free groups, forming 6 groups. (2) Team members shall conduct strategic training of brand expansion 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 brand expansion strategies and the traps of brand expansion (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. | 
