品牌延伸问题及对策

Brand extension problems and Countermeasures

市场竞争程度的加剧和产品费用的日益高涨使新产品的市场导入面临着越来越大的风险。解决这些问题的有效途径之一,就是利用品牌延伸策略。通过分析品牌延伸的现状及问题,提出在实际应用中企业可能采取的几种延伸策略,以期为企业实施正确的品牌延伸策略提供理论依据。

The entrance of the new products into the market is facing acute risk just because of the market competition and the higher expense of the products. Brand extension is an effective way to solve these problems. The paper analyzes the current situation and problems existed, then gives some practical strategies that the companies could adopt in order to provide the basic means and thoughts for them to use brand eextension strategies better.