品牌延伸风险的原因及规避风险的思路

随着中国改革开放的进程，中国企业已经进入第二次创业阶段，客观上要求它们走多元化发展之路，实现规模经营，随之而来的便是品牌战略的选择。本文主要探讨选择品牌延伸风险产生的原因，并提出了通过确立品牌延伸的正确态度，借鉴成功品牌延伸的经验，以及确定有效的品牌延伸思路来规避品牌延伸的风险。

Causese of Risks of Brand Extension and the Way of Avoiding Them

Along with reform and open door policy,enterprises in china have stepped onto another stage of their undertakings.for which they are required to develop for themselves a multi oriented way and management on a large scale.This article discusses the reasons why risks of brand extension come up;and advances the way of avoiding them,by referring to successful examples of brand extension,setting some appropriate attitude towards brand extension,as well as fixing an effective way to do it.