品牌延伸战略管理——分析、计划、执行和控制

品牌延伸具有全局性的特点,关系到企业的生存,有必要对品牌延伸进行战略管理。品牌延伸战略管理是一个包含分析、计划、执行和控制的完整过程。在品牌延伸实践中,必须贯彻这样的观念:首先,企业必须对品牌延伸的必要性和可行性进行全面分析,以便科学地指导品牌延伸决策;其次,企业应根据全面分析所得的结论,制定品牌延伸计划;最后,企业应积极执行、合理控制品牌延伸计划,以便努力实现品牌延伸的战略目标。

The Strategic Management of Brand Extension: Analysis,Plan,Execution and Control

Brand extension is related with the overall situation and the prospects of the enterprises.Thus,it's necessary to carry out strategic management on brand extension.Brand extension strategic management is a complete process containing analysis,plan,execution,and control.Firstly,it is compulsory to analyze the necessity and feasibility of brand extension in order to guide the making of decision in a scientific way.Then,the enterprises should make plan based on the holistic analysis.Finally,the enterprises should actively carry out the plan to realize the strategic target of brand extension.