品牌延伸是当前大小企业为扩大规模而通常采用的方法;但是新产品的优劣严重影响了旧产品销售,影响了企业收益,更主要的是会改变企业形象。本论文结合消费者心理,通过消费者心理对新产品的反应,评价品牌延伸的优劣以及提出对策。 Brand extension is commonly used by large and small enterprises to expand their scale; however, the quality of new products seriously affects the sales of old products and affects the profits of enterprises, and more importantly, they change the corporate image. This paper combines the psychology of consumers, through the reaction of consumer psychology to new products, evaluates the advantages and disadvantages of brand extension and puts forward countermeasures.