品牌的延长与更新(国外英文资料).doc

品牌的延伸与更新(国外英文资料) Brand extensions and updates The extension of the first brand Definition of brand extension Brand extension, Brand Extensions) refers to the enterprise will have a Brand or a market influence the success of the Brand extension to become famous or not nearly the same original product, by relying on the existing process of successful Brand new products. Brand extensions are not simply a brand name that has existed on the surface, but a strategic use of the brands assets. The brand extension strategy enables the new product to take advantage of the successful brands market reputation in the case of the promotion expense. Second, the brand extends the background Brands become the focus of market competition The shortening of the product life cycle has increased the importance of brand extension Brand extension is an effective way to realize the transfer and development of intangible assets The connotation and type of brand extension The connotation of brand extension Narrow brand extensions Broad brand extensions The type of extension of the brand Keep going Not continuously The reasons for the extension of the brand Consumer segmentation The consumers desire Price range Excess production capacity Short-term gain The level of competition Sales pressure The positive effects of brand extensions and potential risks (1) the positive effect of brand extension The family brand umbrella effect Can attract the loyal customer of the original brand, make the extension product quickly enter the market Enhance your brand image It is conducive to the expansion of enterprise scale and the diversification of operation risk Meet the needs of customer diversity Make your brand new Its good for future brand extensions Its good for brand protection (2) the potential risk of brand extension Destroy the image of the original brand Brand dilution Its against consumption Invite retailers to boycott it The seesaw effect It may lead to the inability of the extended person to s