| 品牌延伸的理论与实证分析 |
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| 引用本文： | 张金荣.品牌延伸的理论与实证分析[J].白城师范学院学报,2005(2). |
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| 作者姓名： | 张金荣 |
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| 作者单位： | 白城师范学院政法系 吉林白城137000 |
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| 摘 要： | 品牌延伸是对品牌资源的深度开发和利用,是企业获得竞争优势的品牌核心战略之一。本文分析了对品牌延伸的几个认识误区,并论证了品牌延伸的可行性和如何进行理性的品牌延伸。
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| 关 键 词： | 品牌延伸 核心价值 定位理论 品牌忠诚 |
On the Theory of Brand Extension and the Analysis of Experimentations |
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| ZHANG Jin-rong.On the Theory of Brand Extension and the Analysis of Experimentations[J].Journal of Baicheng Normal College,2005(2). |
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| Authors: | ZHANG Jin-rong |
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| Institution: | Baicheng Normal University Baicheng Jilin 137000 |
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| Abstract: | Brand extension is to develop and exploit the source of brand .It is one of the key strategies by which an industry gains the advantage in their competition. The article analyzes several long standing mistaken ideas on brand extension , and shows us how to carry out brand extension rationally |
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| Keywords: | brand extension key value theory of orientantion brand loyalty |
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