| 论品牌延伸——基于海尔和娃哈哈品牌联想的个案调查 |
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| 引用本文： | 裘益明.论品牌延伸——基于海尔和娃哈哈品牌联想的个案调查[J].宁波大红鹰职业技术学院学报,2006(3). |
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| 作者姓名： | 裘益明 |
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| 作者单位： | 宁波大红鹰职业技术学院 浙江 |
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| 摘 要： | 品牌,对于企业犹如生命。很多企业通过实施品牌战略走上了成功之路。同时,随着中国加入WTO,企业之间的竞争越来越激烈。企业为自身能在同行业中站住脚、站稳脚并有更好的发展,开始对品牌进行延伸。但是品牌延伸是把双刃剑,它有可能为企业创造丰厚的利润,但也有可能延伸失败,使企业蒙受损失。因此对品牌延伸的研究很有现实意义。
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| 关 键 词： | 品牌 品牌延伸 品牌联想 海尔 娃哈哈 |
On Brand Extension Case Study of Brand Association about Haler and Wahaha |
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| Qiu Yiming.On Brand Extension Case Study of Brand Association about Haler and Wahaha[J].Journal of Ningbo Dahongying Vocational Technical College,2006(3). |
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| Authors: | Qiu Yiming |
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| Abstract: | Brand is very important to an enterprise.A lot of enterprises get success by implementing the strategy of brands.Besides,as China enters WTO,the competition among enterprises becomes fiercer.Enterprises begin to extend the brand for being stand the foot firmly and develop better in the same field.But brand extension is a double-edged sword,it may create a lot of profit for enterprises,also fail to extend and make enterprises suffer the loss. |
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| Keywords: | brand brand extension brand association Haier Wahaha |
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