品牌延伸是指一个品牌从原有的业务和产品延伸到新的业务和产品,多项业务和产品共享同一品牌。成功的品牌延伸有利于优化资源配置,充分利用品牌资源;减少新品“入市”成本;充实品牌内容,给品牌以新鲜感从而提高市场占有率;增强企业实力,实现收益最大化等。但品牌延伸是一把双刃剑,成功和失 Brand extension refers to a brand from the original business and product extension to the new business and products, a number of business and product sharing the same brand. Successful brand extension is conducive to optimizing the allocation of resources, make full use of brand resources; reduce the new “market” costs; enrich the brand content, give the brand a sense of freshness so as to increase market share; enhance the strength of the enterprise to maximize returns. But the brand extension is a double-edged sword, success and loss