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品牌延伸是企业常用的品牌经营策略,该文从正负两个方面分析品牌延伸给企业带来的影响。品牌延伸的作用主要表现在减低新产品的市场风险,降低新产品的市场导入费用,强化品牌效应,给品牌增值,扩大品牌的影响力等方面。同时,不当的品牌延伸带来的危害则主要针对于原有的品牌和产品:损害原有品牌的形象,品牌特性淡化,价值流失,与品牌原先产品之间形成跷跷板效应的竞争态势等。据此提出实施品牌延伸战略要考虑产品与品牌之间的关联性,不能有悖消费心理,适当适机地进行。
Brand extension is commonly used in business brand management strategy, the paper analyzes positive and negative aspects of brand extension to the impact of the enterprise. The role of brand extension mainly in reducing the market risk of new products, reduce the introduction of new products market costs, strengthen the brand, brand value, brand expansion and so on. At the same time, the harm caused by improper brand extension is mainly aimed at the original brands and products: damage the image of the original brand, dilute the brand characteristics, loss of value, and the original brand of products between the formation of the seesaw effect of the competitive situation. Accordingly, it is suggested that the implementation of brand extension strategy should consider the correlation between product and brand, and should not run counter to consumer psychology.