随着我国“短缺经济”时代的结束,我国企业之间的竞争不断加剧,多元化经营已成为许多企业谋求成长与发展的重要手段之一。由于产品品种的增多,必然带来品牌策略的选择问题,而企业多元化经营可供选择的品牌策略主要有三种,即品牌延伸策略、多品牌策略和双品牌策略。 一、品牌延伸策略 品牌延伸策略,是借助已成功或成名的品牌,扩大企业的产品组合或延伸产品线,采用现有的知名品牌,利用其声誉,推出新产品。国际研究认为,现在创造一个名牌,一年至少需要2亿美元的广告投入,且成功率不 With the end of the era of “shortage economy” in our country, the competition among the enterprises in our country is aggravating day by day. Diversification has become one of the most important means for many enterprises to seek growth and development. Due to the increasing variety of products, it is bound to bring about the choice of brand strategy. There are mainly three kinds of brand strategies for diversification in the enterprise, namely brand extension strategy, multi-brand strategy and dual-brand strategy. First, the brand extension strategy Brand extension strategy is to use the brand has been successful or fame, expand the product portfolio or extension of the product line, the use of existing well-known brands, the use of its reputation, the introduction of new products. International studies suggest that creating a brand name now requires at least $ 200 million in advertising a year, with no success rate