品牌延伸:基于产品组合理论的新解释

Brand extension:a new interpletion based on Portfolio Theory

国内外学者对品牌延伸的概念内涵及外延的解释众说纷纭。本文基于传统的品牌战略管理模式是建立在品牌、产品一一对应的关系上的这一理论前提,从企业产品组合理论入手,对品牌延伸概念进行了全新的阐释。事实上,品牌延伸策略的运用必定伴随着企业产品的拓展,但并非企业所有的产品拓展行为都是品牌延伸。从而得出了品牌延伸是指将原品牌(或与其相似的品牌)运用到全新产品或经过改进的现有产品之上的行为这一全新的定义。

Numerous domestic and foreign scholars have done a lot of research on the inter-pretation of the connotation and extension of the brand from different points of view. This papermakes a new interpretation of the concept of brand extension in the perspective of enterprise port-folio theory,based on the theoretical premise that traditional brand strategy management modelis based on the one to one relationship between brand and products. In fact, the applicationstrategy of brand extension must be accompanied by the expanding of products,while not all ofproduct development business behavior belong to brand extension. Therefore, we have come tothe new definition that brand extension refers to the behavior of improvement of existing productsand applying the original brand or similar brand to new products