品牌延伸行为的经济分析——基于品牌经济学视角

从品牌经济学的视角，借助其“选择成本分析范式”对企业的品牌延伸行为进行经济分析，认为品牌延伸行为的成功取决于品牌延伸对品牌品类度，进而对消费者选择成本的产生影响。若品牌延伸没有降低品牌品类度，则品牌延伸是成功的；反之，则是失败的。品牌延伸对企业的“软技术”提出了很高的要求，在企业不具备“软技术”的条件下，品牌延伸风险极高。

Economic Approach to Brand Extension:——from the viewpoint of brand economics

The brand extension is explained from the viewpoint of brand economics and by its choice cost paradigm.A simple model shows that the success of brand extension depends on the effect of brand extension on the brand category degree and consumers' choice cost.If brand extension does not depress the brand category degree,it is successful;otherwise,it is failed.The brand extension brings more requirements to enterprises for soft technology.The risk of brand extension is so high without soft technology.