品牌延伸效应的研究评述与展望

The Review and Perspective of Brand Extension

品牌延伸战略是品牌资产理论的一个重要分支,是通过整合企业内外部资源达到借力、省力目的的一种新的品牌命名模式,是20世纪90年代以来被企业广泛应用的一个重要战略工具。笔者以A&K理论模型为主线,以品牌延伸的相关概念和理论为基础,从消费者、产品、品牌及其他因素四个层面对影响品牌延伸的主要因素进行了分类总结,并就品牌延伸的时机和延伸方式问题进行了初步探讨。最后,在文献梳理的基础上,对品牌延伸领域现有的研究局限性及未来的研究方向进行了探讨和总结。

The strategy of brand extension is an important branch of brand equity theory. It is a new named model of brand through the integration of enterprise internal and external resources to get the purpose easily. Brand extension has been widely used as a strategic tool since 1990＇s. This paper based on the framework of A＆K model theory as the main line to summarize and classify the determinants of brand extension from four aspects ： consumers, products, brands and others. Then, this paper would also discussed the entering time and method of brand extension. Finally, it is the conclusion and future research direction.