品牌延伸评估的要素分析——从品牌延伸的目标角度

摘要

品牌延伸评估是近年来营销理论和品牌战略研究的热点之一。品牌延伸评估就是要对品牌延伸目标的实现过程和实现程度进行评估。从品牌延伸目标的角度来看，消费者需求的满足程度、品牌延伸的契合程度、母品牌的特征、目标市场竞争的状况以及企业战略是品牌延伸评估的主要影响因素。%Brand extension evaluation search. Brand extension evaluation is has been one of the hot topics of marketing theory and brand strategy re- an evaluation on the achievement process and the realization extent of the brand extension goals. In terms of the brand extension goals, the leading impact factors of the brand extension e- valuation mainly consist of the satisfaction level of consumer demands, the fit level of the brand extension, the characteristics of the parent brand, the competition status of the target market, the enterprise strategies and SO on.