论品牌延伸策略

On Strategy of Brand Extension

随着竞争的加剧 ,品牌声誉日益成为一种巨大的潜在竞争优势。许多企业为了进一步扩大生产规模 ,增加市场份额 ,越来越热衷于采用品牌延伸策略。然而 ,品牌延伸是一柄双刃剑 ,它既可使企业获得蓬勃发展 ,也可使企业落入万劫不复的深渊。因此 ,企业在进行品牌延伸时 。

With the aggravation of market competition, brand reputation becomes one kind of potential competitive advantage increasingly. To expand production scale and increase market share, a lot of enterprises become more and more enthusiastic about the strategy of brand extension. However, brand extension can be a good thing or a bad one for enterprises. It can make enterprises achieve great development, but it can also make them fall into a trap beyond redemption. When using strategy of brand extension, enterprises must be alert to traps and implement the strategy in a right way.