Fuzzy Quantitative Measure on Brand Extension of Agricultural Products

Based on the apprehension of the connotation of brand extension, we select five factors to evaluate the brand extension of agricultural products, including the consumers’ attitude towards original brand of agricultural products, relevance between original products and extensive products, association of agricultural brands, difficulties in making the extensive agricultural products, and cultural compatibility of original brand. We also establish the index system of influencing factors for brand extension of agricultural products, and adopt multi-level measure model to empirically analyze the brands A and B. Result shows that the comprehensive measure values of brands A and B are 77.35 and 78.25, respectively, indicating the extension effect evaluation of both brands belongs to the grade of general. Based on this, we put forward corresponding suggestions on promoting the technology and manufacture difficulty of brand A, and on contracting the extensive industries and strengthening the concentration of brand extension of brand B.