论如何避免品牌延伸的风险

On How to Avoid Risks in Brand Extension

多元化企业较常见的品牌策略有品牌延伸策略及多品牌策略,品牌延伸策略是多数企业的首选策略。品牌延伸也存在风险,为有效降低品牌延伸的风险,确保品牌延伸策略的成功,在品牌延伸时应综合考虑产品的关联性、品牌核心价值、市场竞争、产品生命周期等因素。

There are two brand strategies for companies that practise diversification,that is,brand extension strategy and multi-brand strategy.Brand extension is the first strategy chosen by most companies,but there are some risks in brand extension.In order to decrease the risks effectively and ensure success in brand extension when practising brand extension,product relativity,brand core value,market competition and product life cycle should be taken into account.