自二十世紀八○年代，品牌延伸受到西方企業深厚的影響，許多企業把品牌延伸看做是一種有效的營銷手法。自1991年，大約有26000項新產品導入國際市場，行銷全世界。
他們當中有許多部份是採用品牌延伸進入市場，而在跨國性企業中，約有2/3以上是用品牌延伸來發展市場，如三菱、HP、CANNON、Sony及Phillip，在中國則有TCL.，而在台灣則有ASUS、ACER、BENQ…等。
品牌延伸之所以受到企業的喜愛並廣為利用，是因為他可以把已經成功的品牌獲得更大的市場，以提高品牌規模並達到使該品牌增值的目的。

至於品牌延伸的具體的方法有：
１、品牌延伸.能有效降低新產品的市場進入成本。
２、品牌延伸,能幫助原產品進入其他地區的市場。
３、品牌延伸,具有品牌趨勢的力量，幫助產品快速進入市場。
４、品牌延伸,有助於利用品牌名聲,擴大市場的占有力。

故本研究針對Apple以ipod所創造出來的品牌形象成功，利用Apple品牌再研發出iphone這個新產品來銷售作研究對象探討，消費者對此新產品以及其企業之品牌形象看法為何。

並進行品牌延伸策略之深入探討.其中包括：
1. ipod及iPhone產品推廣策略分析。
2. ipod及iPhone品牌延伸、品牌內涵價值分析。
3. ipot及iPhone品牌延伸產品核心價值的體現。
4. iphone延續ipot的核心價值。
5. ipod及iPhone在品牌延伸過程中，品牌形象改變分析。
6. 產品品牌延伸效果分析。
7. 善用策略，降低品牌延伸風險。
8. 品牌定位侷限對品牌延伸之影響。
9 在品牌延伸過程中公司面的基本管理品牌延伸的時機。
10. 品牌延伸的時機。
11. 品牌產品相關之縱向與橫向延伸。
12. 品牌延伸帶來的效益，是成功經營的最佳武器。

Since 80’ of 20 century , the brand extension was serious influenced by western enterprise , many enterprises consider brand extension is very effective maketing strategy. From 1991 there is about 26000 new products was introduced to the international market and sold to the whole world.
Most of them use the brand extension strategy to introduce their products to market, and 2/3 above them use brand extension to develop market, such as Mishubishi , HP, CANNON ,Sony and Phillip, , in china there is TCL, and in Taiwan there is ASUS , ACER, BENQ …. ETC .
The brand extension made:
1. Brand extension will help reduce the entering cost of new products。
2. Brand extension will help the new products into the other area of market。
3. Brand extension with the power of brand tendency , help new products enter the market more fast。
4. Brand extension will help to use the reputation of the brand to enlarge the
marketshare of the products。
Therefore the study forcus on Apple Inc., who use the Ipot which creat the image, and use the brand of Apple to develop the iPhone product and market it, and study what is image of customers in Iphone.
Follow the study is researching brand extension as follow
1. Analysis product promotion strataegy of iPod and iPhone。
2. Analysis brand extension and brand contain value of iPod and iPhone。
3. Practice of iPod and iPhone product brand extension core value。
4. iPhone continues ipot’s core value。
5. ipod and iPhonebrand image change analysis during the process of brand extension。
6. Effection analysis of product brand extension 。
7. Reduceing the risk by using the correct strategy 。
8. Brand extension affection in limitation of brand position。
9. company fundatment administration in the process of brand extension
10. Timing of brand extension。
11. Vertical and horizontal extension of branded product。
12. The benefit bring from the brand extension is the best weapon of adminstation。

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25、http:// www.apple.com/science/profits/harvard/
26、http://www.apple.com/pr/library/2007/04
27、http://events.apple.com.edgesuite.net/j47d52oo/event/
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http://www.macrumors.com/pages/2007/01/20070110023952.shtml