摘 要
品牌延伸作为企业拓展市场、提升品牌价值的重要战略手段，在现代商业环境中被广泛应用，但其潜在风险不容忽视。本研究聚焦品牌管理中的品牌延伸风险及对策，旨在深入剖析品牌延伸过程中可能遭遇的风险类型及其成因，并探索有效的应对策略。通过对国内外大量品牌延伸案例的系统梳理与分析，结合定性与定量研究方法，构建了涵盖品牌形象一致性、产品关联度、消费者认知等多维度的品牌延伸风险评估体系。研究发现，品牌延伸可能导致品牌形象稀释、消费者认知混乱以及市场定位模糊等问题，尤其在跨行业延伸时风险更为显著。基于此，提出通过强化品牌核心价值传递、优化产品组合规划、实施精准营销传播等措施来有效规避风险。本研究创新性地将心理学理论引入品牌延伸风险评估模型，为品牌管理者提供了更具前瞻性和操作性的决策参考，丰富了品牌管理理论体系，对指导企业科学开展品牌延伸实践具有重要现实意义。
关键词：品牌延伸风险 品牌形象一致性 消费者认知
Abstract
Brand extension, as a critical strategic tool for market expansion and brand value enhancement, is widely employed in contemporary business environments; however, its potential risks cannot be overlooked. This study focuses on the risks and countermeasures associated with brand extension in brand management, aiming to thoroughly analyze the types of risks that may arise during brand extension and their underlying causes, while exploring effective response strategies. By systematically reviewing and analyzing a large number of domestic and international brand extension cases, and integrating qualitative and quantitative research methods, this study constructs a comprehensive brand extension risk evaluation system encompassing multiple dimensions such as brand image consistency, product relevance, and consumer perception. The findings indicate that brand extension can lead to issues such as brand image dilution, consumer perception confusion, and blurred market positioning, particularly when extending across industries. Based on these insights, measures are proposed to mitigate risks through reinforcing the communication of core brand values, optimizing product portfolio planning, and implementing precise marketing communications. Innovatively, this study incorporates psychological theories into the brand extension risk assessment model, providing brand managers with more forward-looking and operational decision-making references. This not only enriches the theoretical fr amework of brand management but also holds significant practical implications for guiding enterprises in scientifically conducting brand extension practices.
Keyword:Brand Extension Risk Brand Image Consistency Consumer Perception
目 录
引言 1
1品牌延伸风险的理论基础 1
1.1品牌延伸的概念界定 1
1.2品牌延伸的风险类型 2
1.3风险产生的理论依据 2
2品牌延伸的主要风险分析 3
2.1消费者认知风险 3
2.2产品关联性风险 4
2.3品牌形象稀释风险 4
3品牌延伸风险的评估方法 2
3.1风险评估指标体系 2
3.2定量评估方法应用 2
3.3定性评估方法应用 3
4应对品牌延伸风险的对策 3
4.1构建品牌管理体系 4
4.2强化品牌形象维护 4
4.3实施精准市场定位 5
结论 5
参考文献 7
致谢 8
