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一、产品线向上延伸时的品牌策略产品线向上延伸一般伴随着新品牌的诞生,这样做无论对于国内企业还是国外企业均是如此,因为品牌的原有定位在消费者心目中已经根深蒂固,消费者没有理由相信原来品牌定位于中端的企业会有生产高端产品的实力。并且,品牌向上延伸一般不会采取背书品牌策略,推出的新品牌越是与原有品牌没有关系就越好,就像总体品牌定位于中端的宝洁所推出的高档化妆品 SK—(?)并没有像其他洗护
First, the product line upward extension of the brand strategy product line up generally accompanied by the birth of a new brand, both for domestic enterprises and foreign enterprises are doing so, because the original brand positioning in the minds of consumers has been deeply rooted, consumer There is no reason to believe that the original brand positioning in the middle of the enterprise will have the power to produce high-end products. And, the brand does not generally extend the endorsement of the brand strategy, the introduction of the new brand is more independent of the original brand, the better, as the overall brand positioning in the middle of the high-end cosmetics P & G SK- (?) Did not Like other shampoo