品牌延伸的风险与防范

摘 要 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。随着品牌在市场上的成功，企业的品牌资源意识也逐渐增强，他们希望成功的品牌带来更大的收益。经品牌延伸后，不同的产品彼此共享同样的品牌名称及其品牌意义。新产品的加入不可避免地对原有的品牌意义产生影响。这种影响可能是正面的，即加强原有品牌的识别力；也可能是负面的，即削弱了原有的品牌识别力。因此，品牌延伸不是任意的，品牌的识别意义界定了延伸的方向和最终过程。这个问题成为研究品牌延伸原理和决策的基本出发点。

The Risk and Risk Defence of Brand Extention

Abstract Brand extension refers to making best use of the trade mark to improve existing products and create new products, As the brand has been recognized in the market, the enterprises should raise their sense of the brand resources so as to bring a bigger profit with many more products sharing the same brand. That is to say, different products can enjoy the same and meaning of the brand through brand extension. However, the new products will inevitably influence the intrinsic meaning of the brand. On the one hand, the influence may be positive, enhancing the discernment of the brand; On the other hand, the influence may be negative, wakening the discernment of the brand. Therefore, brand extension is not willful. The brand's identity decides the direction and processes of the exten-soin. This research is the springboard of brand extension principles and decision - making processes.