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品牌延伸是充分发挥已有品牌资产作用和市场影响力的有效途径,但盲目进行品牌延伸会给企业造成严重的后果。文章以文脉原则为视角对品牌延伸战略进行分析,得出了通过符号学,运用文脉进行品牌延伸的一些方法,指出品牌延伸应以文脉原则进行品牌文化的延续与更新,使得延伸品牌与原品牌具有文化上的共通性,这对于提高延伸产品的市场成功率具有重大的现实意义。
Brand extension is an effective way to give full play to the existing brand assets and market influence, but blindly brand extension will have serious consequences for the enterprise. This article analyzes the brand extension strategy from the perspective of context, and draws some methods of brand extension through semiology and context. It points out that the extension of brand should carry on the renewal and renewal of brand culture based on the principle of context, It has the cultural commonality with the original brand, which is of great practical significance for improving the market success rate of extended products.