企业品牌延伸策略及其选择

The Strategy of Brand Extension and Its Tactics

自20世纪70年代末以来,品牌延伸作为重要的一种品牌营销策略,越来越受到企业的重视。随着市场竞争的加剧,更多的国内企业将步入品牌延伸的行列。文章就品牌延伸动机及影响品牌延伸成功的因素进行了分析,并进一步提出企业实施品牌延伸策略的对策。

Since late 1970s, as an important brand marketing strategy, brand extension has been paid attention to by more and more enterprises. As market competition intensifies, more and more domestic enterprises will enter the ranks of brand extension. In this paper, motives and impact factors in the success of brandextension are analyzed and the implementation of further corporate brand extension strategy is proposed.