品牌延伸的动因及基础条件分析

Analysis of Motivation and Basic Conditions of Brand Extension

品牌延伸突破了古典的品牌概念,即一个品牌等于一个产品,等于一个承诺或顾客利益。目前品牌延伸被众多企业奉为企业战略环节中的重要一环,那么企业为什么要进行品牌延伸?是不是任何一个企业都可以进行品牌延伸?本文对上述两个问题进行了论述。

Brand extension breaks through the classical brand concept that a brand is equal to a product, a commitment or customer benefits. At present, many enterprises have regarded brand extension as an important part of corporate strategy. Then what is the reanson of brand extension？ Can any one business carry on brand extension？ In this paper, these two issues are discussed.