浅议企业品牌延伸策划设计

Study on Brand Extension Planning and Designing of Enterprise

品牌延伸战略借助品牌使用的溢出效应,可使企业以较低的营销成本推出新的产品或业务,同时使品牌保持旺盛的生命力,品牌资产不断增值。但是盲目的品牌延伸不仅会导致新产品推广失利,还会影响原有品牌资产,企业品牌延伸战略应从品牌延伸的可行性分析、品牌延伸类型选择和品牌延伸对象分析等三方面进行精心的策划设计,以减少品牌延伸给企业带来的风险。

By using External effect, brand extension can help enterprise marketing new products on low cost, maintain brand＇s vitality, and keep brand asset increase. But wrong brand extension strategy will bring disaster to enterprises, in order to reduce risk by brand extension enterprises should pay attention to planning and designing. Including： brand extension feasibility analysis, selecting type of brand extension and brand extension target analysis.