品牌延伸战略再透析

企业的强势是在某一个品类中尽可能多地占有市场份额,或是尽可能获得多个领域的成功,将触角伸得足够长,在每一个触点都有所收获。和这种企业发展战略中的专业化与多元化策略选择不同,对于正在实施管理的品牌,是在一块蛋糕中做大还是介入新的蛋糕之争,似乎不能一概而论。孰对孰错,孰优孰劣,只有对品牌延伸策略有清醒的认识和领悟,才能驾驭使之为其服务。

Rethinking on the Brand Extension Strategy

To occupy as much market share as possible,or to get success in as many fields as possible is what the strength of a company.Which strategy is better for the brand in administration? The one making the share of a cake larger or the one entering the competition for new cakes? It seems not to be able to treat them the same.They are strategies different from the professional and pluralistic development strategy of a company.Only when we have a clear knowledge and understanding on the brand extension strategy can we make it serve us well.