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我们使用一种模型来分析品牌延伸——成功的品牌从起初母市场的延展到不同产品系列,该模型假设品牌地位是增加消费者购买愿意度的产品补充特征,我们的分析包含品牌延伸进入的一种模式:(1)具有较高品牌地位的公司偏向于将品牌延伸至“远离”其原先产品系列的市场;(2)分割的或不太集中且没有现有公司知名品牌的市场对品牌延伸进入更具吸引力。
We use a model to analyze the brand extension - the successful brand extends from the initial parent market to the different product lines. The model assumes that the brand position is a product supplement characteristic that increases consumer willingness to buy. Our analysis includes the brand extension One model: (1) companies with higher brand names tend to extend the brand to markets that “stay away” from their original product line; (2) markets that are fragmented or less focused and do not have well-known brand names of existing companies Extending into the more attractive.