美国品牌延伸案例和趋势分析专题报告

A Special Issue of Brand Extension Cases and its Tendencies in USA

本专题报告由七篇文章组成。先通过大量延伸案例分析了以下四个主题：①品牌延伸要考虑原品牌的核心价值；②经济低站期品牌还能向上延伸吗；③饮料行业的品牌延伸；④服务行业的品牌延伸，进而介绍了美国品牌延伸的三个重要趋势：①趋势一：绿色延伸；②趋势二：品牌联合延伸；③趋势三：议题营销形式的延伸。

This special issue includes seven papers. Four topics are involved： first, the fit of the extension with the brand core value; second, brand extension in down economy; third, beverage extensions; fourth, extension in service category. Also, three new tendencies are introduced： first, green extension; second, brand alliance extension; third, extending for a good cause.