品牌延伸中的风险防范研究

成功的品牌延伸能使品牌资产得到充分利用,并在利用中增值。但是品牌延伸存在诸多风险,这些风险是导致延伸失败的根源。为了化解品牌延伸中的风险,企业首先要选择恰当的延伸模式和延伸时间,同时要避开种种误区,并针对四大风险,采取相应的防范对策。

Research on Guarding Against Risks of Brand Extension

Successful brand extension could strength influence of one brand and bring in rich interests for business. But brand extension could bring in great risks which lead to failure in brand extension. In order to dissolve these risks, enterprise should choose right pattern and time to conduct brand extension. Moreover, enterprise should keep away from false ways of practice. In addition, enterprise still takes countermeasures to guard against risks of brand extension.