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伴随着全球化进程的日益加快,企业的经营规模快速扩张,品牌延伸战略已成为规模企业多元化开拓新市场的一种策略,通过品牌延伸企业可以降低新产品的市场导入费用,增加无形资产的经济价值,实现专业化与规模化生产,减少新产品的市场导入风险,以促使企业新产品迅速投放市场。然而,另一方面,品牌延伸也可能导致企业品牌的个性淡化,引发产品间的相互冲突,限制企业多元化经营,造成了品牌资产的贬值。因此,只有正确认识品牌延伸策略的优势和陷阱,才能让企业在品牌延伸中发展壮大中立于不败之地。
With the accelerating globalization process, the business scale of enterprises has been rapidly expanding. The brand extension strategy has become a strategy for diversifying the scale of enterprises to open up new markets. By extending the enterprises by brand, the market introduction cost of new products can be reduced and the intangible assets can be increased Economic value, to achieve specialized and large-scale production, reduce the risk of market introduction of new products to prompt the rapid introduction of new products to the market. However, on the other hand, the extension of the brand may also lead to the weakening of the personality of the brand, triggering the mutual conflicts among the products, limiting the diversification of the enterprises and causing the devaluation of brand equity. Therefore, only by correctly understanding the advantages and pitfalls of the brand extension strategy can enterprises be invincible in their brand expansion.