基于品牌核心价值的品牌延伸战略的分析

On Brand Stretching Strategy Based on Brand Core Value

品牌延伸是企业品牌运作实践中的一种普遍现象。通过对产品品牌与价值品牌的区分,重新界定了品牌和品牌延伸的内涵。并在此基础上提出了品牌核心竞争力来源于品牌核心价值的命题,以及品牌延伸战略的概念。

The brand extends is a common phenomenon in the enterprise brand operation. This article defined the connotation of the brand and the brand extend by differentiating the product brand and the value brand. And the brand core competition originates from the brand core value. Finally, this article proposed the strategic concept of the brand extends.