品牌延伸是企业推广新产品和拓展市场的一种重要的手段。世界上许多著名的大型企业都是通过品牌延伸来达到拓展市场的目的。值得注意的是,品牌延伸策略是一把双刃剑,它既能够帮助企业提升形象、拓展市场,同样也可能损害企业原有产品的品牌资源,使企业利益受损。本文将针对品牌延伸策略的优点和风险进行总结,并提出相应的解决方案。 Brand extension is an important means for enterprises to promote new products and expand the market. Many famous large-scale enterprises in the world extend the market through brand extension. It is noteworthy that the brand extension strategy is a double-edged sword, which can help companies enhance their image, expand the market, but also may damage the brand resources of the original products of the enterprise, so that the interests of enterprises undermined. This article will summarize the advantages and risks of the brand extension strategy and propose corresponding solutions.