随着市场竞争的加剧,如何利用品牌创造名牌已成为企业在竞争中战胜对手的重要经营策略和手段。为了进一步扩大生产规模、增加市场份额,许多企业采用品牌延伸策略,利用成功品牌的声誉推出改进型产品或全新产品,品牌延伸已成为企业发展战略的核心。品牌是一种无形资产,任何一个企业在其创造名牌的过程中,都 With the intensified market competition, how to use brands to create brand names has become an important business strategy and means for enterprises to defeat their competitors in the competition. In order to further expand the production scale and increase the market share, many enterprises use the brand extension strategy to utilize the reputation of a successful brand to introduce improved products or new products. Brand extension has become the core of the enterprise’s development strategy. Brand is an intangible asset, any business in the process of creating brand names, all