品牌联想决定品牌延伸的张力——基于目标消费者价值观的视觉

Brand Association Dominate the Range Ability of Brand Extension——A Perspective of the Target customer's Value Sight

品牌延伸是品牌资产的一种重要的应用和拓展,品牌联想度是品牌资产构成中的一个重要要素。品牌联想与品牌延伸有着密切的关系。文章从两者的关系入手,创新性地从消费者的价值观的角度,阐述品牌联想对品牌延伸张力的决定性作用。因此,这样的研究具有重要的学术意义和现实价值。

Brand extension is an important way to use brand equity, brand association is a critical part of in which. There is a close relationship between brand association and brand extension. This paper states how does the brand association determines brand extension with a creative viewpoint from the value sight of customer.