品牌延伸战略的应用研究

品牌延伸是品牌经营战略的重要内容之一。它有利于新产品的市场拓展、降低新产品市场导入费用、产生协同效应、企业创名牌、实现规模效益。但是品牌延伸的有效性受到顾客认知、与延伸产品之间的相关性、新产品自身的成功因素、市场的需求量与竞争状况、品牌实力、企业的品牌战略等因素的影响。因此,要树立品牌战略思想,选择合适的品牌延伸形式,以取得品牌延伸的实际效果。

The Research on Brand Extension Strategy

Brand extension is one of the important contents of brand management strategy.It is beneficial to extending market for new product,decreasing guide expenditure,producing cooperation effect,creating name brand,realizing scale economy.But the validity of brand extension is subject to many factors such as customer cognition,relativity between brand extension and product extension,new product,market demand and competition status,brand image and strategy.The paper holds that this stragegy should be achieved by building the right brand stragegy and choosing the proper means of extension.