摘要
如今,众多的成功企业都愿意通过品牌延伸,来充分挖掘品牌的潜在优势。但品牌延伸是一把双刃剑,运用适当则是一把营销利器,运用不当则反伤自身。怎样规避失败,如何探求成功,笔者试着从分析平衡理论入手,并从中得到启示,从而系统地探讨促使品牌延伸成功的主要因素。
Nowadays,numerous successful enterprises would all like to fully excavate the potential advantage of the brand through brand extension. But brand extension is a double-edged sword,it is a edge marketing toll if it is used properly,and it will injure itself improperly instead. How to evade failing, how to seek success,I try to Start from the analysis of the balance theory and get inspiration from it,then discuss main factors of impelling brand extension to succeed systematically.
出处
《科技和产业》
2009年第1期62-65,共4页
Science Technology and Industry
关键词
平衡理论
品牌延伸
延伸产品
balance theory
brand extension
extending product
