品牌延伸是指企业在一个成功的品牌下不断推出新产品,也即企业对产品组合中全部产品项目采用同一个品牌名称(包括品牌标记),又称统一品牌策略或“家族品牌名称”策略。这种策略自从在一些国内企业应用并取得巨大成功后,其它企业纷纷仿效,形成了一股强大的势头,有的甚至有些热衷于此法,把它作为拓展市场,扩大经营规模的法宝。品牌延伸策略的确有它独特的营销功能,但如果运用不当,往往达不到企业所预盼的那种境界,甚至还会适得其反。所以,品牌延伸需慎重。 Brand extension refers to the company’s continuous introduction of new products under a successful brand, ie, the company adopts the same brand name (including branding) for all product items in the product portfolio, also known as unified brand strategy or “family brand name” Strategy. Since this strategy has been used successfully by some domestic companies, other companies have followed suit and formed a strong momentum. Some even have a keen interest in this method and use it as a magic weapon to expand the market and expand the scale of operations. The brand extension strategy does have its unique marketing function. However, if it is used improperly, it often fails to achieve the realm that the company expects, and even counterproductive. Therefore, brand extension needs to be careful.