品牌延伸的风险与对策分析

Analysis on Risk and Countermeasure of Brand Extension

品牌延伸实质上是对企业品牌资产的一种利用、开发和扩展。随着多角化经营的普遍扩展,品牌延伸策略愈来愈广泛的被企业使用。但是必须客观评价其利弊,以更好的利用品牌延伸策略。系统分析了品牌延伸的风险,提出如何有效避免风险,成功实现品牌延伸。

Brand extension substantially is to exploit ,develop and extend enterprise brand properties.Along with multi-field operating ,brand extension strategy is extensively used by enterprises.But its gains or losses must be objectively evaluated so as to make good use of the brand extension strategy.The risk of brand extension is analysed ,and how to avoid the risk effectively is put forward to real - ize brand extension successfully.