议品牌扩展策略.doc

议品牌扩展策略


页数：5 字数：6987



[摘要] 品牌扩展策略，是指企业利用其成功品牌名称的声誉来推出改良产品或新产品，企业采用这一策略，可以节省宣传新品牌的促销费用，使新产品能迅速顺利地进入市场。但是，如果扩展的品牌已在市场上有较高的声誉，则扩展的新产品也必须与其有同样良好的质量、服务等，否则不仅会影响新产品的销售，更重要的是会降低已有品牌的声誉。
Abstract：Brand Expands Strategy refers to the means enterprises use to upgrade or update their products. in this way, it helps to save sales promotion cost of new products, and thus put them smoothly in the market. however, if the product brands have already enjoyed high reputation, the new productions should be of the same good qualities and services. otherwise, it will not only effect the sales of the new products but also reduce brand reputation.
[关键词] 品牌扩展策略 品牌行销 品牌资产价值
Key words：Brand Expands Strategy Brand Marketing Assets Value of the Brand