浅析品牌延伸策略

ANALYSIS on the Brand Extension Strategy

品牌代表着企业的形象,是企业重要的无形资产。在市场竞争日益激烈、产品市场导入风险不断加剧的今天,品牌延伸成了众多企业优先考虑的策略之一。成功的品牌延伸无疑可以减小风险,降低成本,增加品牌价值,但现实中很多失败的品牌延伸案例证明,实施品牌延伸策略也需要承担风险。什么是品牌延伸?品牌延伸策略有哪些?品牌延伸要注意些什么问题?其所存在的风险等,都是我们必须要研究的。

Brand represents the image of the enterprise is an important intangible asset of enterprises.In the increasingly fierce competition in the market,products into the market risk of ceaseless aggravate today,brand extension has become one of the preferred strategy for many enterprises.The success of brand extension will undoubtedly reduce risk,reduce cost,increase brand value,but in reality many failed cases prove that the implementation of brand extension,brand extension strategy also needs to undertake the risk.What is the brand？ Brand extension strategy which to have？ Brand extension to note some of what problem？ The existing risk,we are must study.