品牌延伸成功的研究——以“云南白药”为例

Study on Brand Extension——In Case of "Yunnan Baiyao"

文章以"云南白药"在牙膏上的品牌延伸案例为研究对象,对品牌延伸的效果进行了评估,并理论联系实践展开了深入分析与研究,试图发掘具体个案背后存在的一些品牌延伸所共有的规律性东西,借此能够对正在进行品牌延伸探索与实践的中药企业提供一些启示。

This thesis, using brand extension strategy adopted by ＂Yunnan Baiyao＂ to tooth paste as a case, evaluates the effects of the brand extension, analyzes and explores in depth from the connection of theory and practice point view to probe the some common rules or patterns in terms of brand extension from this particular case so that the traditional Chinese medicine firms that are going to probe and practice the brand extension strategy can be enlightened from this ease study.