导读：这是一篇市场营销专业的assignment范文，讨论了品牌延伸。品牌延伸，指的是企业利用其成功品牌的声誉来推出改良产品或新产品。品牌延伸策略是企业加速发展的有效战略，它有利于降低新产品引入市场的成本、充分利用品牌资产的价值、为品牌注入新鲜感、为消费者提供更多的选择同时扩大企业规模。但品牌延伸策略也存在潜在风险，会给企业的经营带来不利影响。
Brand extension strategy is an effective strategy for the accelerated development of enterprises. It is conducive to reduce the cost of introducing new products into the market, make full use of the value of brand assets, inject freshness into the brand, provide more choices for consumers and expand the scale of enterprises. However, the brand extension strategy is a "double-edged sword", and its application also has potential risks, which bring adverse effects to the operation of enterprises.
品牌延伸战略是企业加速发展的有效策略。有利于降低新产品进入市场的成本，充分利用品牌资产的价值，为品牌注入新鲜感，为消费者提供更多选择，扩大企业规模。但是，品牌延伸战略是一把“双刃剑”，其应用也存在潜在风险，给企业的经营带来不利影响。
Brand extension refers to a company using the reputation of its successful brand to launch improved products or new products. Brand extension is not simply borrowing the brand name that already exists on the surface, but strategic use of the whole brand asset. With the help of brand extension, the influence of existing brands can be Shared, and the value added in brand utilization can be fully realized, so that the marketing of new products can achieve twice the result with half the effort. Since the 1980s, brand extension has been particularly favored by western companies as an effective marketing tool. According to statistics, over the past decade, two-thirds of America's newly established brands have succeeded by brand extension. In recent years, domestic market competition has become increasingly fierce, and many enterprises have carried out brand extension in order to obtain greater market share and improve profits. However, due to the lack of long-term planning in some enterprises, weak financial resources and insufficient brand management experience, not only failed to obtain expected profits, but also greatly hurt brand value. Thus it can be seen that the brand extension strategy can be a profitable good to make the enterprise to brilliant, but also may be the abyss of doom to make the enterprise to perish.
品牌延伸是指一家公司利用其成功品牌的声誉推出改良产品或新产品。品牌延伸不仅仅是借用表面上已经存在的品牌名称，而是整个品牌资产的战略性使用。在品牌延伸的帮助下，现有品牌的影响力可以共享，品牌利用的附加值可以充分实现，新产品的营销可以通过一半的努力达到两倍的效果。自20世纪80年代以来，品牌延伸一直受到西方公司的青睐，成为一种有效的营销手段。据统计，在过去十年中，美国三分之二的新成立品牌已经通过品牌延伸取得了成功。近年来，国内市场竞争日趋激烈，许多企业纷纷进行品牌延伸，以获取更大的市场份额，提高利润。但是，由于一些企业缺乏长远规划，财力资源薄弱，品牌管理经验不足，不仅未能获得预期的利润，还极大地伤害了品牌价值。由此可见，品牌延伸策略可以成为企业走向辉煌的利润，但也可能是企业灭亡的厄运深渊。
New brand development is a complex creation process, which not only requires a lot of manpower, material resources and financial resources to develop and develop, but also needs to expand the market well, carry out continuous advertising and a series of marketing activities. According to the survey, it takes between $30 million and $50 million to develop a new brand in the United States, and the failure rate of the new brand is as high as 80%. Enterprise through the development of brand extension can be removed from the brand and trademark registration fee, at the same time with the high reputation of the original brand market reputation and products, make consumers to eliminate rejection of the new products, rusty, and concerns the psychological, to accept the new product in a relatively short time, saves the necessary publicity, promotion of new products into the market, such as marketing expenses, and can quickly occupy the market.
Expand the scale of the enterprise through the brand extension strategy, and improve the market share of brand products. Even if the market situation of one or two varieties under the brand extension is not good, other varieties can be made up, so that the enterprise can diversify production, mitigate the impact of market risks, and maintain the vigorous vitality of the famous brand. At the same time, the reorganization, adjustment and strategic transfer of enterprise business can be realized.
A few enterprises extend the high grade pr
