浅谈品牌延伸

On Extension of Brand

在企业发展过程中,面对激烈的市场竞争,需要不断推出新的产品来替换升级原有产品,或者拓宽经营领域,生产与原有产品有较大差异的产品。而对于推出的新产品,首先面临的产品的品牌问题:是创建新的品牌,还是采取品牌延伸策略?品牌延伸策略涉及的有关问题,以及实施该策略的程序和做法等应当深入探讨。

With the development of enterprises and the violent competition in the market, we need creat new products to replace the old, or broaden operation fields in order to produce the products which are much more different from primary products.However, as for the new products, enterprises with face brands problems. Shall we creat new brands or adopt the strategy of brands' extension? This dissertation will probe primarily into some problems comerning the strategy of brands' extension and how to practise the strategy's process and measures.