品牌延伸的风险及其防范  

THE RISK OF BRAND EXTENSION AND PRECAUTIONS AGAINST IT

作　　者：江凌[1] 

机构地区：[1]西南农业大学人文学院,重庆北碚400716

出　　处：《西南农业大学学报（社会科学版）》2005年第2期52-53,56,共3页Journal of Southwest Agricultural University:Social Science Edition

摘　　要：品牌延伸是企业直接获得利益并不断积累和扩大品牌资产的重要手段。它既能给企业带来巨大的利益,也蕴涵极大风险。本文从探讨品牌延伸的涵义入手,重点分析品牌延伸对企业的潜在风险,并提出了企业品牌延伸战略实施中风险防范应重点考虑的因素。Brand extension is an important means by which corporation directly gain profits and endlessly accumulate and expand their brand assets. While it brings about huge profits to the enterprise, brand extension also contains great risk. Starting from an analysis of the meanings of brand extension, this paper focuses on the potential risk of brand extension for the enterprise and puts forward some key factors to be considered in the process of carrying out the brand extension policy.

关 键 词：品牌 品牌延伸 品牌资产 

分 类 号：F273.1[经济管理—企业管理]