青岛名牌企业品牌延伸得失的分析

品牌延伸是企业实现扩张的捷径,青岛作为我国的"品牌之都",在品牌建设上有极其丰富的经验和教训,青岛品牌建设的方式和方法是多元的,其中品牌延伸是最重要的方法,它实现了青岛品牌的低成本扩张,但必须看到青岛在实现品牌大规模扩张的同时,产品过度延伸带来的利益和风险也在同时聚集,品牌延伸的双刃剑效应逐渐显现,导致某些品牌的美誉度和质量一致性的下降,如果不能扭转这一不良趋势,青岛名牌经济将是不可持续的.本文在分析青岛品牌延伸利弊的基础上提出了几条建议.

Analysis of Gain and Loss for the Brand Stretch of Qingdao's Famous Enterprises

Brand stretch is a short cut for an enterprise's extension,and Qingdao,as a "Brand City" of our country,has undergone a lot of experience and lesson.And the Qingdao's brands have been established in multiple ways and methods,among which the brand stretch is the most important.It has realized a low-cost extension of the Qingdao's brands.However,we must note both the benefits and the risks brought about by the over-stretch of the products while the Qingdao's brands have been substantially extended,so the doub...