品牌延伸的决策研究

随着品牌延伸策略在实践中的广泛运用,品牌延伸日渐成为国内外学术界的研究热点。从企业战略的高度来看,品牌延伸的决策模式可以分为以下四种:(1)不考虑品牌延伸决策对原品牌的影响,仅考虑新产品能否延伸成功;(2)不考虑品牌延伸决策对原品牌的影响,仅将品牌延伸策略和创立新品牌策略进行比较;(3)考虑到延伸对原品牌影响的品牌延伸战术性决策;(4)考虑到延伸对原品牌影响的品牌延伸战略性决策。我们对于每种决策模式都探讨了其约束条件并提出其决策流程图及判别依据。

A Study on Decision-making of Brand Extension

With the wide use of brand extension strategy in practice,brand extension has gradually been a heated topic for research among the academia both internationally and domestically.From the perspective of corporate strategy,there are four de-cision-making models in brand extension:(i)paying attention to the success of new product in extension,with no consideration of the influence that the decision-making of brand extension may have on the original brand;(ii)making a comparison between brand extension strategy and strategy of creating a new brand,with no consideration of the influence that the decision-making of brand extension may have on the original brand;(iii)tactical decision-making of brand extension,with consideration of the influ-ence that brand extension may have on the original brand;(iv)strategic decision-making of brand extension,with consideration of the influence that brand extension may have on the original brand.This essay probes into the constraint condition for each deci-sion-making model.It puts forward a flow chart for decision-making and identification criteria for decision-making models.