随着全球经济一体化和信息化时代的到来,企业之间的竞争更加激烈,不同企业的产品之间的差异越来越小,品牌战略成为企业最重要的战略问题之一,受到管理者的普遍重视。而品牌延伸是扩大品牌影响,增值品牌资产,延长品牌周期,满足消费者联想需求的有效手段,成为营销理论界和企业界共同关注的课题之一。本文在对品牌延伸模式理论进行综述与实践分析的基础上,就企业品牌延伸实践、实施品牌战略等问题,进行了有益的研讨。 With the advent of the global economic integration and information age, the competition among enterprises is fiercer and the differences among the products of different enterprises are getting smaller and smaller. Brand strategy has become one of the most important strategic issues in the enterprise. Generally valued. Brand extension is an effective means to expand brand influence, add value to brand equity, extend brand cycle and meet the needs of consumers. It has become one of the topics of common concern to marketing theory circles and business circles. Based on the review and practice analysis of the theory of brand extension mode, this paper conducts a useful discussion on such issues as the extension of corporate brand and the implementation of brand strategy.