| 浅析品牌延伸策略对品牌建设的影响 |
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| 引用本文： | 文俊鸿,丁跃.浅析品牌延伸策略对品牌建设的影响[J].蒙自师范高等专科学校学报,2004,2(1):87-90. |
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| 作者姓名： | 文俊鸿 丁跃 |
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| 作者单位： | [1]红河学院美术系,云南蒙自661100 [2]红河学院人文学院,云南蒙自661100 |
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| 摘 要： | 本文运用逐一分析的方法,对品牌延伸策略几种运用方式的异同,以及在其运用时对企业品牌建设带来的各自不同的利弊作出了探讨。指出,在产品品牌化的今天,当我们在运用品牌延伸策略时,不但要看到它的优点,也要看到它的风险,以免"品牌稀释"的现象产生。
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| 关 键 词： | 产品 品牌 品牌延伸策略 品牌建设 |
| 文章编号： | 1008-9128(2004)01-0087-04 |
| 修稿时间： | 2003年6月27日 |
Discussion about Brand Extension Tactics Influenced on the Brand Establishment |
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| WEN Jun-hong,DING Yue.Discussion about Brand Extension Tactics Influenced on the Brand Establishment[J].Journal of Mengzi Teachers' College,2004,2(1):87-90. |
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| Authors: | WEN Jun-hong DING Yue |
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| Institution: | WEN Jun-hong~1,DING Yue~2 |
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| Abstract: | With one-by-one analysis this article discusses the differences as well as similarities between several applications of the brand extension tactics. Meanwhile, the article is also a research into the advantages and disadvantages of the tactics. If points out that in a day when the brand of products is considered to be important, we should take into consideration not only its advantages but also disadvantages to avoid "brand dilute" when we apply the tactics. |
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| Keywords: | product the brand the brand extension the tactics the establishment of the brand |
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