品牌分化的管理机制研究

Discussion of Brand Differentiation Management

品牌分化是品牌延伸的重要分支,作为品牌决策者必须清楚品牌分化的陷阱,防止企业盲目地进行品牌延伸。品牌决策者在进行品牌分化操作中除应坚持四个原则外,还要在理念、文化、多品牌策略等三个方面注重其建设。品牌分化评估模型的建立可以很好地为品牌决策者提供帮助,该核心评估指标包括营销体系指标、品牌资产指标、文化指标等。

The research of brand differentiation is a branch studying of brand extension. In order to avoid extending without destination, managers should know the traps of brand differentiation. Managers should follow 4 principles of brand differentiation; in addition to that, they also must pay attention to the corporation memory, culture and multiple brands strategy. The model of brand differentiation will help brand managers＇ work. The core indexes include marketing, brand equity, culture and so on.