摘要
有效进行品牌延伸的重要途径是提炼产品品牌核心价值。品牌核心价值能有效缓解品牌延伸引起的消费者心理冲突。品牌核心价值的形成建立在具体的产品和服务的基础上,是对它们的特征进行高度慨括和抽象的结果。企业需不断提升品牌的核心价值以提高品牌延伸的有效性。
The important way that extend the brand effectively is to refine the key value of brand. The key value of brand can alleviate effectively the psychological confict of consumer carsed by brand extension.The forming of brand's key value on the basis of the concrete products and servicegis a result of highly summarizing and abstracting their characteristic. The enterprise need promote the key value of brandg in order to raise the validity of the brand extension.
出处
《科技进步与对策》
CSSCI
北大核心
2003年第9期82-84,共3页
Science & Technology Progress and Policy
