基于文脉原则的品牌延伸战略研究

The Study of Brand Extension Strategy Based on Contextual Principle

品牌延伸是充分发挥已有品牌资产作用和市场影响力的有效途径,但盲目进行品牌延伸会给企业造成严重的后果。文章以文脉原则为视角对品牌延伸战略进行分析,得出了通过符号学,运用文脉进行品牌延伸的一些方法,指出品牌延伸应以文脉原则进行品牌文化的延续与更新,使得延伸品牌与原品牌具有文化上的共通性,这对于提高延伸产品的市场成功率具有重大的现实意义。

Brand extension is an effective way to give full role of existing brand equity and market influence,but blind to do brand extension will have serious business consequences.The article analyses about the brand extension strategy from the perspective of the contextual principle,obtained some of the ways to be brand extension by the use of contextual extension through semiotics.Pointed out that the brand extension should be based on the principles of brand culture contextual continuity and renewal,allowing an extension of the brand and the original brand has a cultural commonality,which is a great practical significance to improve the success rate about the extended products in the market.