品牌延伸作为品牌资产撬动与增值的有效方式，近10年来成为学界和商界的热点。本文从品牌宽度与定位维度，研究其延伸能力及反馈效应，以国人熟悉的中华老字号为刺激物进行不同宽度与定位品牌远近延伸的2×3组间实验，通过ANOVA方差和通径分析，得出品类单一且声望高品牌以产品契合度高的近延伸、品类多而功能强的品牌以产品契合度低的远延伸为品牌复兴佳径，各类横向品牌延伸方式都直接与间接交替影响着品牌，品牌延伸是品牌复兴及发展的重要途径等结论。%As an effective way of levering and gaining brand equity in recent decades, band extension has become a hot topic in both academy and enterprise. This paper, from the dimensions of Brand Breadth and Brand Position, studies the brand extension ability and feedback effects. By selecting a COB which is familiar to Chinese as the stimulus, through factorial experiments of 2 levels of brand breadths and 3 levels of brand extensions, and ANOVA and Path Analysis, it concludes that brands both with single-product and high prestige are fitter for close extension, while brands both with multiproduct and functional orientation are fitter for far extension, and each kind of horizontal brand extension affects the brand both directly and indi- rectly by turns. Accordingly, brand extension is an important approach of brand revitalization and development.
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