摘要
本文运用逐一分析的方法,对品牌延伸策略几种运用方式的异同,以及在其运用时对企业品牌建设带来的各自不同的利弊作出了探讨。指出,在产品品牌化的今天,当我们在运用品牌延伸策略时,不但要看到它的优点,也要看到它的风险,以免"品牌稀释"的现象产生。
With one-by-one analysis this article discusses the differences as well as similarities between several applications of the brand extension tactics. Meanwhile, the article is also a research into the advantages and disadvantages of the tactics. If points out that in a day when the brand of products is considered to be important, we should take into consideration not only its advantages but also disadvantages to avoid 'brand dilute' when we apply the tactics.
出处
《红河学院学报》
2004年第1期87-90,共4页
Journal of Honghe University
关键词
品牌延伸
品牌建设
市场竞争
企业管理
市场营销
product
the brand
the brand extension the tactics
the establishment of the brand
