对品牌不当延伸的思考

文章界定了品牌延伸的内涵,分析了品牌延伸的动力机制,阐述了品牌不当延伸的主要危害,如引起消费者的不良联想、破坏原有品牌形象、降低消费者对品牌的忠诚度及失去老顾客、使原有品牌价值流失等。就如何正确开展品牌延伸提出了围绕核心价值开展品牌延伸、遵循品牌延伸"近亲繁殖有益"原则、根据产品的不同分类来实行多品牌命名等观点。

The Consideration on the Improper Extension of the Brand

The article defines the meaning of the brand extension, analysises the motive mechanism on the improper extension of the brand.Describes the hazards of improper extension of the brand as follows: makes consumers have a negative legend, damages the image of the original brand , reduces the consumers' loyalty to the brand, loses old customers, runs off the value of the original brand, and so on. Finally,it expresses some views how to conduct correctly brand extension,for example, it rounding the core values of the brand, according with the principles on "Inbreeding is useful" of brand extension, adopting a number of names according to different categories of the products.