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品牌延伸是企业品牌管理的重要组成部分,是一种有效的营销手段,同时也是一把双刃剑。本文旨在探讨品牌延伸的动力及可能出现的问题,以便提出企业在进行品牌延伸战略时所要考虑的影响因素和原则。
Brand extension is an important part of corporate brand management, is an effective marketing tool, but also a double-edged sword. This paper aims to explore the driving force of brand extension and possible problems in order to put forward the factors and principles that enterprises should consider in carrying out brand extension strategy.