In the process of brand extension, enterprises should first make their own brands accumulate before brand extension, and develop and promote products with the help of the image of the original brands in the eyes of customers. Brand equity is a series of assets and liabilities related to brand trademarks and signs, which can increase or decrease the value of products and services provided to companies or customers. Wahaha knew the importance of brand equity accumulation from the beginning, and continued to accumulate brand equity.

First, establish a positive brand awareness. In the market competition, the competition of enterprises mainly focuses on brand competition. Establishing enterprise brand is the guarantee of enterprise success and the premise of enterprise brand extension. Wahaha paid great attention to the brand effect of enterprise products at the beginning of its establishment, and fully realized that enterprises developed influential brands as support. Wahaha spent a lot of time in the initial product name design, collecting product names from the society, and finally determined the product name "Wahaha" through expert argumentation in marketing, psychology, communication and sociology. With the development of a series of new products and the expansion of Wahaha's market influence, Wahaha's influence in the eyes of consumers is increasing day by day, and enterprises have also taken a series of measures to accelerate the accumulation of brand assets.

Second, product quality is the key to brand accumulation. Product quality is the lifeline of an enterprise. If there are quality problems in entrepreneurial products, it will not only enhance the brand awareness of enterprises, but also weaken the original brand image and fail to achieve the purpose of brand equity accumulation. Wahaha attaches great importance to the quality of products in the process of brand accumulation. In order to ensure the quality of products, so that products can better reflect the connotation of "honesty, safety and happiness", enterprises have taken a series of measures to ensure product quality: introducing advanced technology and equipment to ensure product quality; Adopt scientific production methods and strict operation; Through the establishment of "company-branch-workshop" three-level quality supervision network, the quality of products is supervised and the product quality veto system is implemented; Carry out love and dedication education, and ensure product quality with professional ethics. Wahaha has further deepened consumers' understanding of its product quality through measures to control product quality.

2. Ensure the relevance between the extended product and the core brand.

When enterprises extend from existing brands to new products, they should not only accumulate strong brand assets, but also pay attention to the correlation between extended products and core products. Wahaha attaches great importance to the development of related products when implementing brand extension.

First, give priority to product extensions of the same product category and the same industry category to ensure relevance. When implementing the brand extension strategy, Wahaha mainly focuses on the product extension of the same product category and the same industry category, which makes the extended products and core brand products have great similarities in attributes and brand connotations. Wahaha has always adhered to the principle of extending the relevance between products and core brands. Wahaha has been focusing on the research and development of related products since the introduction of children's nutrient solution and the successful first step of brand accumulation. Wahaha launched milk beverage series, Wahaha lactic acid bacteria milk beverage series, Haha baby milk beverage series and Wahaha juice series which are highly related to core brands. Because Wahaha's brand appeal for nutrition, health and happiness has been deeply rooted in people's hearts, a complete marketing network has been established, which has quickly occupied the market, greatly enhanced Wahaha's brand awareness and customer loyalty, quickly occupied the market, and extended and added value to the brand life cycle of the enterprise.

Second, make full use of relevant marketing networks to quickly promote extended products. While extending the product sales channels and the original product channels, it will be promoted through the original sales network. This can reduce the channel access threshold of extended products, gain more opportunities to be recognized and familiar by consumers, and stabilize the market position of their own brands. Wahaha fully considered this factor when implementing the product extension strategy. The development of extended products requires that its products can spread quickly by using the established marketing network. Wahaha people have made great efforts to open up an innovative marketing network of "joint marketing" mode, and established a marketing network with dealers as the main link, that is, the establishment of a marketing network of "headquarters-provincial branches-super first-class wholesalers-super second-class wholesalers-third-class wholesalers-retail terminals", which has enabled enterprises to reach every corner of the country, and their related products can be quickly distributed and dispersed through this channel.

3. Actively avoid the risk of brand extension.

Improper brand extension will bring considerable risks to enterprises, often leading to the dilution of brand personality, and the extended products are incompatible with the original products, which will affect the status of the original products in the eyes of consumers. However, many enterprises failed to take effective measures to avoid the risk of brand extension and suffered a painful failure. Wahaha can walk out of a successful brand extension road because it understands the importance of avoiding risks.

First, increase sub-brands to prevent brand personality from fading. In order to ensure the image and position of the brand in the eyes of customers, Wahaha has strengthened its sub-brand strategy on the premise that the main brand remains unchanged, so as to solidify the position of Wahaha brand and prevent the brand personality from weakening. Most of the products launched by enterprises take "Wahaha" as the trademark, and under the premise of ensuring the core value of their own brands, they give new products other names. In the development of Wahaha milk beverage series, names such as "Haha Baby", "Shuang Bian" and "Milk Doll" were used. "Shuang Bian" and "Milk Doll", two kinds of children's milk drinks, are deeply loved by children because of their rich nutrients. At present, the product names of "Shuang Bian" and "Milk Doll" have been widely accepted by children, further deepening the market influence of major brands.

Second, innovate advertisements to avoid psychological conflicts among consumers. Examples of consumer psychological conflicts caused by brand extension abound. For example, China's Sanjiu Group started with "999 Vita" and later extended to "999" beer, which brought great psychological conflicts to consumers and was completely self-destructive. In the promotion of new products, we should make unremitting efforts to make new products accepted by consumers, but we should not make consumers' psychology conflict. In order to avoid the psychological conflict brought by new products to consumers, Wahaha conveys the ideas advocated by new products to consumers through innovative advertisements, which is the external embodiment of Wahaha brand connotation.

Third, the business philosophy of "running in small steps" has steadily extended the brand. Brand extension is the biggest taboo to push new products to the market, which is easy to confuse consumers and reduce their loyalty to products. In order to ensure the steady progress of the enterprise, Wahaha has always adhered to the business philosophy of "running in small steps" in brand extension. The original products only extended in children's nutrition brands, and Wahaha series fruit milk was produced and listed. With the expansion of market influence, it has entered children's food. Through this series of gradual brand extension, the company's products changed from the initial production of "Wahaha" nutrient solution to the production of Wahaha series drinks and foods, which quickly enhanced the company's brand effect, and then Wahaha eight-treasure porridge series foods and adult drinks "Wahaha pure water" products appeared, giving people a natural feeling.

Fourth, ensure the consistency of the extended product image and brand image. Wahaha attaches great importance to the maintenance of brand image. In order to make its extended products not affect its brand image, efforts should be made to keep the image of extended products consistent with the brand image, and more related products should be introduced to consumers' brand associations. Wahaha extends its product image positioning with the leading concept of reliability, safety, happiness and vitality, and promotes new products for the purpose of producing truly valuable products and meeting the needs of consumers. Everyone in Wahaha knows that product image is the central content of the whole enterprise planning, and products will always be a bridge connecting enterprises and the public. The public's understanding of enterprises often begins with products. In order to leave a good impression on customers and ensure the brand image of the enterprise, Wahaha's products are always customer-centered, ensuring the consistency of product image and brand image, maintaining customers' loyalty to the enterprise brand and expanding the association range of customers to the enterprise brand.