本文是一篇优秀的Report代写范文- Brand extension，这篇report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战略。有利于降低新产品进入市场的成本，充分利用品牌资产价值，为品牌注入新鲜感，为消费者提供更多选择，扩大企业规模。然而，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.
品牌延伸是指公司利用其成功品牌的声誉，推出改进产品或新产品。品牌延伸不仅仅是借用表面上已经存在的品牌名称，而是战略使用整个品牌资产。借助品牌延伸，既有品牌的影响力得以共享，品牌利用增值得以充分实现，使新产品营销达到事半功倍的效果。自20世纪80年代以来，品牌延伸作为一种有效的营销手段受到西方企业的青睐。据统计，在过去的十年里，美国三分之二的新品牌都成功地进行了品牌推广。近年来，国内市场竞争日趋激烈，许多企业为了获得更大的市场份额和提高利润，进行了品牌延伸。然而，由于部分企业缺乏长期规划，财务资源薄弱，品牌管理经验不足，不仅无法获得预期利润，而且对品牌价值造成了极大的损害。由此可见，品牌延伸战略可以使企业有利可图，有利于企业走向辉煌，也可能是企业走向灭亡的万劫不复的深渊。
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.
新品牌发展是一个复杂的创造过程，不仅需要大量的人力、物力和财力来开发和发展，还需要很好地拓展市场，开展持续的广告宣传和一系列的营销活动。根据调查，在美国开发一个新品牌需要3000万到5000万美元，新品牌的失败率高达80%。企业通过发展品牌延伸可以免去品牌注册费和商标注册费，同时具有原有品牌市场信誉和产品的高信誉，使消费者消除对新产品的拒绝、生锈，并关注psyc。全息，在较短的时间内接受新产品，节省必要的宣传、促销等新产品进入市场的营销费用，并能迅速占领市场。
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.
通过品牌延伸战略扩大企业规模，提高品牌产品的市场占有率。即使品牌延伸下的一两个品种的市场情况不好，也可以补足其他品种，使企业生产多元化，减轻市场风险的影响，保持名牌的旺盛生命力。同时，实现企业业务的重组、调整和战略转移。
A few enterprises extend the high grade product in consumer's mind to low grade product. In recent years, maotai liquor has been disorganized in the face of the offensive of wuliangye, with the banner of popularization, which has brought the brand from the high-end market of "national wine" to the middle and low market, diluted the connotation of "noble" of the brand, and damaged the loyalty of the original consumer group of maotai liquor, so the sales situation is not good. The result of unlimited downward extension is predatory exploitation of brand value, which will eventually reduce sales and market share and damage corporate image.
少数企业把消费者心目中的高档产品延伸到低档产品。近年来，茅台酒在五粮液的进攻下，以大众化的旗号，混乱不堪，把品牌从“国酒”的高端市场带到了中低端市场，淡化了品牌“高贵”的内涵，损害了品牌的整体形象。原茅台酒消费群体的忠诚度，所以销售情况不好。无限向下延伸的结果是对品牌价值的掠夺性剥削，最终会降低销售和市场份额，损害企业形象。
A brand's distinctive and unique personality is the foundation and basis for building a strong brand. When a brand's unique personality is gradually accepted by consumers and formed brand loyalty, it is not easy to change. The higher the consumers' preference and loyalty to the brand, the more likely the brand extension products will be recognized and accepted by the target consumers. But improper extension often dilutes the brand personality and quickly disintegrates the target consumer group's preference and loyalty to the brand. The slogan "goldlion, man's world" reveals the core proposition and brand positioning of the product. When the exquisite "golden lilies" women's leather bags come on the market, they dilute the characteristics of the brand. It undermines the brand's macho masculinity and doesn't win over women.
The number of products of a brand has increased from a few to dozens. With the increase of such quantity, the number of inventory varieties of packaged consumer goods increases day by day. However, retailers cannot provide more shelf space for a single category just because it has more products. As manufacturers' reputations decline, retailers are allocating more and more shelf space to their own-brand products. Competition among manufacturers for the remaining limited resettlement space has increased total promotional expenses and shifted profits to increasingly powerful retailers.
Blind and excessive brand extension will cause heavy burden to enterprises and psychological conflict to consumers. From the perspective of the enterprise itself, excessive product extension means that the enterprise enters into new areas or launches new products in a short time, which has high requirements on the human, material and financial resources of the enterprise. Especially in the field of high-tech product production, it is a complex and difficult problem to solve for the enterprise how to gather high-tech talents in a short time, how to get financing quickly, and whether to occupy the technological commanding heights of the industry quickly. Once the brand extension strategy is not properly applied, not only the brand advantage is difficult to display, but also the enterprise scale can be blindly expanded, falling into the management deadlock of "dinosaur disease". For consumers, if the brand extension width is too large, consumers will have psychological conflicts. Consumers can only buy one or neither, which damages the overall brand image.
As companies roll out new extensions, managers should strengthen research into consumer behavior to ensure that new products build and strengthen consumer loyalty rather than undermine it. By carefully analyzing the retail data, the manager can identify which inventory brands in the product line are the core product replacement or replenishment and how the demand for a certain inventory variety decreases.
From the beginning to the end of the value chain, the absolute and incremental costs involved in the production and sale of each inventory variety are studied in detail, and the sales and cost increase brought about by the addition of a new inventory variety is compared with the loss and cost savings of sales that do not do so.
The premise of brand extension is to correctly evaluate the visibility, reputation and market share of existing brands. If the parent brand does not have brand advantages, does not have a certain market share, and does not have high popularity and reputation, there is no brand extension qualification and possibility. Because the original brand is not strong enough to impress consumers, and it is impossible to use new products to enter the market. In the case that the computer industry initially operated by giant group did not obtain absolute advantages, it rushed to enter into the biological health products and real estate market, resulting in excessive decentralization of resources such as enterprise, people, wealth and materials, as well as management chaos and "blossom without result", which plunged the promising enterprise into many crises.
The core value of a brand refers to the eternal nature, essence and soul of a brand. It is the deepest content in the brand connotation, which is formed in the long term and will not be changed due to the extension of the brand to other product fields. Brand extension, whether in the same industry field or in different industry fields, whether upward, downward or two-way extension. As long as a new product is added to a brand name, it must conform to or strengthen its brand connotation and adapt to the core value of the brand.
Enterprises operating two or more competing brands are positioned in different market segments, which can fully adapt to the differentiation of the market and meet the diversified demands of consumers. Multi-brand strategy can effectively overcome the problems of brand extension strategy, such as reducing brand image and disturbing brand positioning. For example, various brands of procter & gamble have different brand cores and target customers. The core value of rejoice is "submissiveness", "dandruff removal" and "sterilization".
Brand extension enters into a new product field. If the whole industry of new products has a strong big brand, it will be difficult to extend success only by the popularity, prestige and core value of the brand. Adopt differentiation strategy to innovate products and concepts. Without direct conflict with rivals, brand extension is easy to succeed.
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