| 品牌延伸的风险及其防范 |
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| 引用本文： | 江凌.品牌延伸的风险及其防范[J].西南农业大学学报(社会科学版),2005,3(2):52-53. |
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| 作者姓名： | 江凌 |
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| 作者单位： | 西南农业大学,人文学院,重庆,北碚,400716 |
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| 摘 要： | 品牌延伸是企业直接获得利益并不断积累和扩大品牌资产的重要手段。它既能给企业带来巨大的利益,也蕴涵极大风险。本文从探讨品牌延伸的涵义入手,重点分析品牌延伸对企业的潜在风险,并提出了企业品牌延伸战略实施中风险防范应重点考虑的因素。
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| 关 键 词： | 品牌 品牌延伸 品牌资产 |
| 文章编号： | 1672-5379(2005)02-0052-03 |
| 修稿时间： | 2005年3月15日 |
THE RISK OF BRAND EXTENSION AND PRECAUTIONS AGAINST IT |
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| JIANG Ling.THE RISK OF BRAND EXTENSION AND PRECAUTIONS AGAINST IT[J].Journal of Southwest Agricultural University:Social Science Edition,2005,3(2):52-53. |
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| Authors: | JIANG Ling |
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| Abstract: | Brand extension is an important means by which corporation directly gain profits and endlessly accumulate and expand their brand assets. While it brings about huge profits to the enterprise, brand extension also contains great risk. Starting from an analysis of the meanings of brand extension, this paper focuses on the potential risk of brand extension for the enterprise and puts forward some key factors to be considered in the process of carrying out the brand extension policy. |
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| Keywords: | brand brand extension brand asset |
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