服务于品牌核心价值的品牌延伸策略研究

品牌延伸作为品牌战略的重要组成部分,成为众多中国企业拓展市场、利用品牌资产的手段。成功和失败的案例迫使企业重新反思品牌延伸策略的价值和意义。文章尝试借鉴国内外品牌延伸理论的研究,结合分析最新的市场趋势和案例,从品牌核心价值的角度看待品牌延伸策略,认为品牌延伸应当以提升和强化品牌核心价值为终极目标。

Brand Extension: A Brand Strategy for Brand Core Value

Brand extension, as a vital part of brand strategy, is chosen by more and more Chinese corporations as a way to expand market and make use of brand asset. However, many cases of both unsuccessful and successful use of brand extension force people to reevaluate brand extension strategy. Based on the studies on brand extension theory in the world, this paper tries to analyze the latest market trend and reevaluate the strategy of brand extensions from the angle of brand core value. Finally, it draws the conclusion that brand extension should aim at upgrading and strengthening brand core value.