企业品牌延伸的动因、基础和条件分析  

Causes,Foundation and Conditions of the Brand Extension

作　　者：任强[1] 

机构地区：[1]襄樊学院管理学院,湖北襄樊441053

出　　处：《襄樊学院学报》2010年第12期37-40,共4页Journal of Xiangfan University

摘　　要：品牌延伸是企业广泛应用的营销手段,也是企业品牌建设与发展的有效途径。但企业实施品牌延伸战略的原因和动机多种多样、各不相同,打造品牌个性是品牌延伸战略成功的基础,协同提高品牌延伸力和杠杆力是品牌延伸战略成功的条件。Brand extension is one of the most useful marketing tools for the enterprises and the most efficient path of brand construction and development.But the causes and motives of employing brand extension strategy are various.Building brand personality is the foundation of the successful extension strategy.Synergistically enhancing brand extension power and brand leverage is the condition of the successful extension strategy.

关 键 词：品牌延伸 品牌个性 品牌延伸力 品牌杠杆力 

分 类 号：F27[经济管理—企业管理]