由于不同品牌各自发展地位、所面临的营销与传播环境均不相同,因此品牌传播没有也不可能有可以直接照搬照抄的模式。当企业决定进行品牌扩张时,我们将其划分为三种品牌营销形态。一是新品牌如何进入相对不成熟品类市场,二是新品牌如何进入成熟品类市场,三是老品牌如何面临新进入者的挑战。 Due to their respective development status of different brands, marketing and communication environment are not the same face, so there is no brand communication can not copy directly copied model. When companies decide to brand expansion, we will be divided into three forms of brand marketing. First, how to enter a relatively new brand of immature category market, and second, how to enter the mature brand new brand market, and third, the old brand how to face the challenges of new entrants.