企业如何通过扩张品牌提升品牌力

企业如何通过扩张品牌提升品牌力(6200字)

摘    要

品牌延伸可以培养新的利润增长点，可以使企业在激烈的市场实现利益最大化，但品牌延伸不是万能的，就像玫瑰也有刺一样。一个成功的品牌有其独特的核心价值与个性，如果核心价值能容纳扩大的产品，我们就可以大胆进行品牌延伸。品牌延伸应尽量不与原来的核心价值观和个性冲突为原则。几乎所有品牌延伸都可以从是否遵循这个规则找到成败的根本原因。企业在进行市场拓展中，即使是新品牌也都会自然遇到品牌延伸的诱惑，但企业如何合理进行品牌延伸由此获取利润便成为品牌管理者的最重要工作？成功的品牌延伸,可以依靠多种策略来进行，同时也必须考虑企业发展战略的需要。品牌延伸是一柄双刃剑，帮助企业扩展品牌，也可能给企业的原有品牌带来负面的打击。从企业发展的角度讲，品牌延伸又是企业发展的必经之路。本文首先对品牌核心价值与品牌延伸进行分析，其次对我国品牌延伸概况进行研究，最后对我国的品牌延伸的方法提出建议。

关键词：企业  品牌延伸  发展

Abstract

Brand extension can cultivate new profit growth point, can make the enterprise in the fierce market to achieve maximum benefit, but the brand extension is not everything, just like a rose and a sting. A successful brand has its unique core value and personality, if core value can accommodate to expand product, we can boldly for brand extension. The core of the brand extension should not as far as possible to the original values and personality conflict for the principle. Almost all brand extension can be from whether to follow this rule to find the root cause of the success or failure. Enterprise in market development, even the new brand naturally meet the temptation of brand extension, but the enterprise how to carry on the brand extension the reasonable profit will become the most important work for brand managers? The success of brand extension, can rely on a variety of strategies to carry out, also must consider the needs of enterprise development strategy. Brand extension is both a blessing and a curse, and help enterprises to extend the brand, may also bring the original brand enterprise negative. From the perspective of enterprise development, the brand extends is the only way to enterprise development. This article first analyzes the core value of brand and brand extension, the second study of brand extension situation in our country, finally puts forward Suggestions on methods of brand extension in China.

Key words: Enterprise；Brand extension；Developing 

目    录
引    言    1
一、品牌核心价值与品牌延伸    1
二、我国品牌延伸概况    2
三、我国的品牌延伸的方法及对策    3
（一）品牌延伸的类型    3
（二）品牌延伸的对策    4
结    论    7
参考文献    8