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当今竞争激烈的市场中,企业对创建一个新品牌的资金投入越来越大,而要让每个新品牌都得到成功的确很难。在这种情况下,更多的企业在推出新产品的时候选择了品牌延伸,即采用已有的品牌,在新的、不同于以往的产品类别中推出新产品。成功的品牌延伸不仅可以建立并传达强势的品牌定位,还能降低新产品投入市场的成本,使新产品易于被消费者接受。而我国中小企业的品牌意识普遍淡薄,对品牌形象的建设现状仍不甚理想。
In today’s competitive market, companies are investing more and more money in creating a new brand, and getting each new brand to succeed is really hard. In this case, more companies choose brand extensions when they launch new products, that is, using existing brands to launch new products in new and different product categories. Successful brand extension can not only establish and communicate strong brand positioning, but also reduce the cost of new products into the market so that new products can be easily accepted by consumers. However, the brand awareness of SMEs in China is generally weak, and the status quo of brand image building is still not quite satisfactory.