| 基于品牌核心价值的品牌延伸战略的分析 |
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| 引用本文： | 王金洲.基于品牌核心价值的品牌延伸战略的分析[J].长江大学学报(社会科学版),2008,31(5). |
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| 作者姓名： | 王金洲 |
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| 作者单位： | 长江大学,管理学院,湖北,荆州,434023 |
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| 摘 要： | 品牌延伸是企业品牌运作实践中的一种普遍现象。通过对产品品牌与价值品牌的区分,重新界定了品牌和品牌延伸的内涵。并在此基础上提出了品牌核心竞争力来源于品牌核心价值的命题,以及品牌延伸战略的概念。
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| 关 键 词： | 品牌延伸战略 核心价值 核心竞争力 |
On Brand Stretching Strategy Based on Brand Core Value |
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| WANG Jin-zhou.On Brand Stretching Strategy Based on Brand Core Value[J].Journal of Yangtze University:Social Sciences,2008,31(5). |
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| Authors: | WANG Jin-zhou |
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| Abstract: | The brand extends is a common phenomenon in the enterprise brand operation.This article defined the connotation of the brand and the brand extend by differentiating the product brand and the value brand.And the brand core competition originates from the brand core value.Finally,this article proposed the strategic concept of the brand extends. |
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| Keywords: | brand stretching strategy core value core competition |
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