试论品牌延伸的新陷阱与策略

文章指出，品牌延伸是把双刃剑，它在给企业带来蓬勃发展的同时，也可以使企业落入万劫不复的深渊；区别于传统意义上的品牌延伸，市场的扩张在一定意义上也是一种品牌延伸和授权，扩张同样淡化品牌个性；企业在进行品牌延伸时，应警惕新的经营陷阱。

New Traps and Strategy of Brand Extension

Brand extension is a double-edged sword, which not only brings flourish to the enterprises, but also can make them fall into the abyss beyond redemption. Different from the traditional brand extension, market expansion is also a kind of brand extension and authorization in a sense, and the expansion can similarly dilute brand personality. So enterprises should be on their guard aganist new traps of conduct.