品牌延伸的基本理论及其应用

The Basic Theory of Brand Extension and Its Application

以品牌延伸内涵与外延的界定为切入点 ,详尽地探讨了在品牌延伸过程中必须解决的四个问题 ,即品牌延伸与品牌资产的关系、品牌延伸与品牌类型的关系、品牌延伸与品牌经营领域的界定及消费者对品牌延伸行为的评价 。

By defining the connotation and extension of brand extension,the article discusses the foundamental problems in the brand extension process,i.e.,the relations between brand extension and brand asset,brand extension and brand type,the definition of brand extension and the area of brand management and the evaluation of the act of brand extension by consumers,thus laying a basic foundation for enterprises using the brand extension strategy.