| 论品牌定位与品牌延伸的关系 |
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| 引用本文： | 韩经纶,赵军. 论品牌定位与品牌延伸的关系[J]. 南开管理评论, 2004, 7(2): 46-50 |
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| 作者姓名： | 韩经纶 赵军 |
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| 作者单位： | 南开大学;南开大学 |
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| 摘 要： | 品牌定位和品牌延伸是增加品牌资产的两种有效的战略手段,是采用品牌定位战略促进品牌资产的增加,还是利用品牌延伸战略促进品牌资产的增加,一直是理论界争论的热点,本文运用矛盾分析法,对品牌定位与品牌延伸的关系进行了研究。
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| 关 键 词： | 品牌定位 品牌延伸 关系研究 |
The Relations between the Brand Positioning and Brand Extension |
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| Han Jinglun,Zhao Jun. The Relations between the Brand Positioning and Brand Extension[J]. Nankai Business Review, 2004, 7(2): 46-50 |
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| Authors: | Han Jinglun Zhao Jun |
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| Abstract: | The brand positioning and brand extension are two effective strategic means on enhancing brand equity. Which one of them is used in building to brand equity is the hot topic for the theorists to argue. This paper studies the relations between the brand poisoning and brand extension by the contradictive analysis. |
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| Keywords: | Brand Positioning Brand Extension Relations Study |
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