品牌延伸策略的效果及运用

The Effects and Application of Brand Extension Strategy

品牌延伸是一把"双刃剑",可以给企业带来良好效果,也可能会带来不利影响。本文研究品牌延伸的两种不同效果,阐述如何正确应用品牌延伸策略,以增强其良好效果,避免不利影响。

Brand extension is a"double-edged sword"that might bring both good and bad effects to enterprises. Through studying the two opposite effects the paper expatiates on how to use brand extension strategy adequately to promote positive effects and avoid adverse ones.