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品牌延伸是指尽量利用已成功的品牌来推出改进型产品或者新产品。美国人艾·里斯曾言:“若是撰述过去十年的营销史,最具意义的趋势就是延伸品牌线。”反观中国,品牌延伸也被各企业视作拓展经营范围,提高知名度的利器,纷纷采用。从“娃哈哈”营养液,“娃哈哈”八宝粥到“巨人”计算机,“巨人”脑黄金,大有席卷神州之势。品牌延伸为何具有如此魅力,全因为它有几个非常诱惑人的理由。1.“坐享其成”的诱惑。一家知名的企业在成名之前为树立自己的品牌和企业形象,往往会投入大量的人、财、物进
Brand extension refers to the use of successful brands to introduce improved products or new products. The American Eyris once said: “If you write about the marketing history of the past decade, the most significant trend is to extend the brand line.” “In contrast, China’s brand extension has also been regarded as a tool for companies to expand their business scope and increase their visibility. , have adopted. From ”Wahaha“ nutrient solution, ”Wahaha“ rice porridge to ”giant“ computer, ”giant“ brain gold, great sweeping trend in China. Why the brand extension has such charm, all because it has several very tempting reasons. 1. ”Seize it into a " temptation. Before a famous company establishes its own brand and corporate image, it often invests a lot of people, money and goods.