摘要
由于新产品因难以被消费者接受,加之市场初期导入费用过高而,企业往往选择使用已有的品牌进行市场延伸。采用何种方法进行品牌延伸,关键在于对品牌延伸风险和品牌资产增值之间的权衡。充分利用已有的品牌名称和品牌资产延伸,可降低新产品进入市场的壁垒。进行品牌延伸有利于缩短新产品被消费者接受的时间和减少市场推广费用,使之更能提高原品牌的声誉,扩大品牌资产的价值。
Enterprise always select present brand to promote new products because consumer is reluctant to accept it. How to stretch brand, the key is to balance between brand extending risk and brand asset increment. In order to decrease obstacles that new products enter into market, we need to make use of present brand and brand asset extending. The brand stretching can shorten time that new products are accepted by consumer and cut marketing expenditures, upgrade original brand reputation, widen value of brand assets.
出处
《商业经济》
2005年第4期42-43,54,共3页
Business & Economy
关键词
品牌延伸
品牌资产
总资产
brand stretching
brand assets
total assets
