有人说品牌延伸是企业的点金石,也有人说品牌延伸是柄双刃剑。到底是点金石还是双刃剑?品牌延伸的概念分为广义与狭义两种。广义指借助原品牌声誉,将原有品牌名称用于产品线延伸或推出新的产品类别上。狭义的解释则排除产品线的延伸,仅指将某一著名品牌或具有一定市场影响力的成功品牌使用到与成名产品完全不同的产品上。企业进行品牌延伸无非是为了使品牌经营的经济效益最大化。是否能够实现经济效益最大化则取决于市场,具体来说就是取决于目标消费者。对于延伸产品,如果消费者的购买依据与原来的 Some people say that brand extension is the golden point of the enterprise, while others say that brand extension is a double-edged sword. In the end is the point stone or double-edged sword? The concept of brand extension is divided into broad and narrow two. Broad sense refers to the original brand reputation, the original brand name for product line extension or introduction of new product categories. A narrow interpretation of the product line is excluded from the extension, only refers to a famous brand or have a certain influence on the market to use a successful brand and famous products completely different products. Business extension of the brand is nothing more than to maximize the economic benefits of brand management. Whether or not to maximize economic efficiency depends on the market, specifically on the target consumer. For extended products, if the consumer’s purchase basis with the original