| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-18页 |
| Chapter Ⅰ Introduction | 第18-22页 |
| 1 Research Background | 第18-19页 |
| 2 Purpose and Significance of Research | 第19页 |
| 3 Research Method | 第19页 |
| 4 Research Framework | 第19-22页 |
| Chapter Ⅱ Theoretical Review | 第22-32页 |
| 1 Basic Concept | 第22-29页 |
| 1.1 Brand Overview | 第22-24页 |
| 1.1.1 Brand Theory and Development | 第22-24页 |
| 1.1.2 The Function of Brand | 第24页 |
| 1.2 Overview of Strategic Brand Management | 第24-26页 |
| 1.2.1 Content of Strategic Brand Management | 第24-25页 |
| 1.2.2 Procedures of Strategic Brand Management | 第25-26页 |
| 1.3 Overview of Brand Extension | 第26-29页 |
| 1.3.1 Connotation of Brand Extension | 第26-27页 |
| 1.3.2 Types of Brand Extension | 第27页 |
| 1.3.3 Advantages and Disadvantages of Brand Extension | 第27-28页 |
| 1.3.4 Principles of Brand Extension | 第28-29页 |
| 2 Domestic and Overseas Research Achievements of Brand Extension | 第29-30页 |
| 2.1 Domestic Research Achievements of Brand Extension | 第29-30页 |
| 2.2 Overseas Research Achievements of Brand Extension | 第30页 |
| 3 Analysis Tools | 第30-32页 |
| 3.1 Industry Life Cycle and Product Life Cycle | 第30-31页 |
| 3.2 Competitive Profile Matrix | 第31页 |
| 3.3 External Factor Evaluation Matrix EFE | 第31页 |
| 3.4 Internal Factor Evaluation Matrix IFE | 第31-32页 |
| Chapter Ⅲ Description of Case | 第32-42页 |
| 1 Profile and Development History of Z Company | 第32-37页 |
| 1.1 Z company’s Profile | 第32-36页 |
| 1.2 Development History of Z Company | 第36-37页 |
| 2 Current Brand Management Status of Z Company | 第37页 |
| 3 Current Brand Extension Status and Achievements of Z Company | 第37-38页 |
| 4 The Existing Problems and Challenges of Z Company’s Brand Extension | 第38-40页 |
| 5 Prospect and Foundation of Z company’s Brand Extension | 第40-42页 |
| Chapter Ⅳ Case Analysis | 第42-51页 |
| 1 Industry Life Cycle and Product Life Cycle | 第42页 |
| 2 Competitive Profile Matrix | 第42-44页 |
| 3 External Factor Evaluation Matrix (EFE) of Z company | 第44-46页 |
| 4 Internal Factor Evaluation Matrix of Z company | 第46-48页 |
| 5 Analysis of successful factors of Z company’s brand extension | 第48-51页 |
| Chapter Ⅴ Z company’s brand extension strategy | 第51-62页 |
| 1 The purpose, emphasis and stages of brand extension strategy | 第51-52页 |
| 1.1 The purpose and emphasis of brand extension strategy | 第51页 |
| 1.2 Stages of brand extension strategy | 第51-52页 |
| 2 Guarantee for brand extension strategy | 第52-56页 |
| 3 Specific content of brand extension strategies | 第56-59页 |
| 3.1 Planning of brand extension strategies | 第56-57页 |
| 3.2 Implementation of brand extension strategies | 第57-58页 |
| 3.3 Control of brand extension strategies | 第58-59页 |
| 4 Mistakes to be avoided in the implementation of brand extension strategies | 第59-62页 |
| Chapter Ⅵ Conclusions and outlook | 第62-65页 |
| 1 Main conclusions | 第62-63页 |
| 2 Research prospects | 第63-65页 |
| REFERENCE | 第65-68页 |
| APPENDIX | 第68-69页 |
