慎用品牌延长之剑(国外英文资料).doc

慎用品牌延伸之剑(国外英文资料) A brand is a kind of independent resource and capital, it is able to operate, can realize value increment, and bring infinite benefit to the enterprise. As Coca-Colas CEO said: even if Coca-Cola was burned to ashes in overnight, it can stand up again the next day, because the Coca-Cola brand value as high as more than $600, this is the power of the brand, is the wealth of the fire out. A brand is a kind of independent resource and capital, it is able to operate, can realize value increment, and bring infinite benefit to the enterprise. As Coca-Colas CEO said: even if Coca-Cola was burned to ashes in overnight, it can stand up again the next day, because the Coca-Cola brand value as high as more than $600, this is the power of the brand, is the wealth of the fire out. Having a well-known brand is like a tree of the legendary cash cow, and to the strategy of famous brand extension is like the Midas touch golden finger in general, have changed decayed for magical powers. Today, BMW extends its brand to clothing. Pepsi also started to make sneakers; In order to win more business, buick extends the brand to the lower car, developing the cet and the European and other brands. Chinese brands such as wahaha extend the brand to adult beverage market and childrens clothing, such as pure water and cola. Haiers products, ranging from refrigerators to color televisions, air conditioners and water heaters, have entered the field of medicine. The brand extends from ties to mens suits, shirts and belts. Lenovo extends from computer to mobile. So, is the brand extension really legendary? Can it really be done? As a business strategy, brand extension was widely used in the early 20th century. Some of the international brands that were born in the early 2000s, such as mercedes-benz and shatchi, have adopted similar strategies. However, as a kind of standard operating strategy theory, the brand extension has aroused the high importance of the international business ma