关于品牌的可延性评估探讨  

A Strategic Perspective to Assess the Brand Extensibility

作　　者：罗满建[1] 

机构地区：[1]贵州轻工职业技术学院,贵阳550002

出　　处：《六盘水师范高等专科学校学报》2011年第3期85-88,共4页Journal of Liupanshui Teachers College

摘　　要：品牌延伸可能使企业受益也可能会损害品牌资产。需要从战略实施角度对品牌的可延性进行评估。从影响品牌延伸的因素论述评估的原因、内容并提出对策,便于品牌经营者指导实际的管控活动。Brand extension can enable enterprises to benefit,but also can damage brand equity.Implementation from a strategic perspective to assess the brand extensibility,this paper discusses the factors that affect brand extension evaluation of the reasons for,the content and come up with strategies to facilitate the actual guidance of brand management control activities.

关 键 词：品牌延伸 可延性评估 影响因素 

分 类 号：G273.4[文化科学—档案学]