品牌权益对品牌延伸的影响行为研究

品牌权益指品牌所赋予的产品附加价值,它是品牌理论的核心内容;而品牌延伸是指企业借助现有的品牌进入新的业务领域或推出新产品。品牌权益是成熟品牌可以支持推出新产品或业务的基础,不同的品牌,其可延伸性是不同的。而且品牌的可延伸性与现有品牌权益中可以转移到新的延伸产品中的因素有关。品牌延伸应注意的问题包括:顾客对现有品牌的态度;现有品牌与延伸品牌之间的适应性;品牌形象的一致性;特别应杜绝的是品牌延伸对现有品牌的稀释。

The Effects of Brand Equity on Brand Extension

Brand equity,a core content of brand theory,refers to the value brand adds to product.Brand extension means the new business field an enterprise enters or new product the enterprise presents on the basis of the current brand.Brand equity is the basis for the new business and product and different brands have different extensions.Brand extension relates to what can be transferred into the new extended product in the present brand equity.Attention should be paid to the following aspects when brand is extended: the attitude of customers towards the present brand,the adaptability between the present brand and extended brand,the consistency of brand images,and the dilution of the present brand.