Under the macro background of economic globalization, enterprises are facing more and more fierce market competition. The key to ensure the rapid development of enterprises is to effectively use the brand edge to ensure the market position of enterprises. However, in the process of building, managing and maintaining the brand, the operation and protection of the inherent brand is of great importance, and the creation and development of brand-new can not be ignored. This paper will study how to apply brand extension strategy in order to consolidate the development foundation and consolidate the development strength. Based on this, this paper will take Nian Ci'an in Kyoto as the research object by means of literature research and case analysis. On the basis of fully recognizing the concept of brand extension, it will analyze the brand extension strategy of Nian Ci'an in Kyoto, grasp its brand extension decision-making and implementation, so as to analyze the main problems faced by its brand extension, recognize the low awareness of new products and product segmentation. The inaccuracy and the single new product series have adverse effects on brand extension, so as to formulate optimized solutions, from improving marketing thinking, changing subdivision positioning thinking, expanding brand extension direction and other directions, to formulate appropriate brand extension thinking, to assist Nian Cian to carry out brand extension strategy scientifically, and to reasonably build a brand of new enterprises favored by people.
Key words: Niencian temple in Kyoto, Brand extension, Stretch Strategies
