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随着多元化经营战略的广泛实施,品牌延伸策略日渐成为中外知名企业屡试不爽的制胜法宝。品牌延伸是指企业利用现有的成功品牌,在一个成熟的产品里生产新的或经过改进的产品,以成功品牌的影响推出新产品并快速启动市场的行为,使新产品在投放市场之初即可获得原有品牌优势的支持。品牌延伸具有增加新产品的可接受性,减少消费行为的风险性,提高促销性开支使用效率,满足消费者多样性需要等多项功能,因而在广告与品牌营销中得到广泛应用。
With the extensive implementation of diversified business strategies, the brand extension strategy has increasingly become a well-known success of Chinese and foreign companies winning magic. Brand extension refers to the use of existing successful brand enterprises in a mature product in the production of new or improved products to the success of the brand impact of the introduction of new products and quickly launch the market behavior so that new products in the market at the beginning You can get the support of the original brand advantage. Brand extension is widely used in advertising and brand marketing because it has the functions of increasing the acceptability of new products, reducing the risk of consuming behaviors, improving the using efficiency of promotional expenses and meeting the needs of consumers’ diversity.