品牌延伸是企业利用其品牌资产来发展新产品的战略,即所谓的“品牌伞”效应:提供了消费者认识新产品的捷径,节约了新产品的投资费用,增加了新产品成功的可能。但是,品牌延伸也可能给原有品牌带来损害。营销专家赖兹和屈特用橡皮筋比喻品牌名称,他们认为:品牌名称可以拉长,但是不能超过某个限度。更甚者,你越是延伸一个品牌名称,这个名称就变得越疲弱。大量的失败案例告诉我们:当心,品牌延伸有陷阱! Brand extension is a strategy for companies to use their brand assets to develop new products, the so-called “brand umbrella” effect: it provides consumers with a shortcut to new products, saves investment costs for new products, and increases the likelihood of new product success. However, brand extension may also damage existing brands. Marketing experts Raz and Cout have used rubber bands as a metaphor for brand names. They believe that brand names can be lengthened but cannot exceed a certain limit. What’s worse, the more you extend a brand name, the weaker the name becomes. A large number of failure cases tell us: Beware, there are pitfalls in brand extension!