品牌延伸:媒介经营的"双刃剑"

文章认为，品牌延伸对大众传媒，犹如一把“双刃剑”，运用得好，可以降低成本，节省费用，缩短品牌打造的时间，形成媒体规模运行，提高经济效益。否则会给媒介经营带来无以挽回的损失。为此，媒体需要扬长避短，有效回避品牌延伸风险，大力发挥品牌延伸的功能。

Brand Extension:a Couteau in Medium Management

To mass media, brand extension is like a couteau. Well-used, it can lower the cost, save the expenses, shorten the time that brands need to become famous and form the scale of media operation so as to increase economic benefit. Otherwise it may bring loss. For this reason, we need to maximize the favourable factors and minimize the unfavourable ones, avoid the risk of brand extension, develop the function of brand extension.