Brand Extension Comparative Analysis of Trends and Rayli Magazine  

作　　者：Linghu Kerui 

机构地区：[1]School of Media, Guizhou Minzu University, Guiyang 550025, Guizhou, China

出　　处：《International Journal of Technology Management》2014年第12期118-121,共4页国际技术管理

摘　　要：In recent twenty years, China fashion magazine developed rapidly. Brand extension has become an important means for the rapid development of the fashion magazines. This paper take the brand extension of fashion magazines as the research object, starting from the basic theory of brand extension, select the ＂Rayli＂ and ＂Trends＂ as the object of study, analysis the strategy for both brand extension, compare the similarities and differences, for the development of domestic fashion magazines as a reference.

关 键 词：Rayli TRENDS Brand extension COMPARE 

分 类 号：TS974.1[轻工技术与工程] F272.3[经济管理—企业管理]