青岛名牌企业品牌延伸得失的分析

Analysis of Gain and Loss for the Brand Stretch of Qingdao's Famous Enterprises

品牌延伸是企业实现扩张的捷径,青岛作为我国的"品牌之都",在品牌建设上有极其丰富的经验和教训,青岛品牌建设的方式和方法是多元的,其中品牌延伸是最重要的方法,它实现了青岛品牌的低成本扩张,但必须看到青岛在实现品牌大规模扩张的同时,产品过度延伸带来的利益和风险也在同时聚集,品牌延伸的双刃剑效应逐渐显现,导致某些品牌的美誉度和质量一致性的下降,如果不能扭转这一不良趋势,青岛名牌经济将是不可持续的。本文在分析青岛品牌延伸利弊的基础上提出了几条建议。

Brand stretch is a short cut for an enterprise＇s extension, and Qingdao, as a ＂Brand City＂ of our country, has undergone a lot of experience and lesson. And the Qingdao＇s brands have been established in multiple ways and methods, among which the brand stretch is the most important. It has realized a low-cost extension of the Qingdao＇s brands. However, we must note both the benefits and the risks brought about by the over-stretch of the products while the Qingdao＇s brands have been substantially extended, so the double effect of a double-edged sword will gradually appear, thus reducing the reputation and quality of certain brands. If such a bad tendency cannot be turned, the Qingdao＇s famous brand economy will be non-sustainable. This article has proposed several suggestions after analyzing the advantages and disadvantages of the Qingdao＇s brand stretch.