Cov txheej txheem:

Yuav ua li cas yog lub hom phiaj extension nrog piv txwv?
Yuav ua li cas yog lub hom phiaj extension nrog piv txwv?

Video: Yuav ua li cas yog lub hom phiaj extension nrog piv txwv?

Video: Yuav ua li cas yog lub hom phiaj extension nrog piv txwv?
Video: yuav tau tsim kho tus kheej lub neej thiaj yuav vam meej tau 2024, Kaum ib hlis
Anonim

Brand extension los yog hom stretching yog ib lub tswv yim kev lag luam uas muaj kev lag luam ruaj khov rau cov khoom lag luam nrog cov duab tsim tau zoo siv tib yam hom npe nyob rau hauv ib yam khoom sib txawv. Cov khoom tshiab hu ua spin-off. Ib piv txwv ntawm a hom extension yog Jello-gelatin tsim Jello paj npleg pops.

Kuj paub, hom kev lag luam txuas ntxiv yog dab tsi?

Hauv qab no yog ob peb hom kev lag luam txuas ntxiv

  • Companion khoom extension:
  • Product form extension:
  • Extension ntawm tuam txhab kev txawj ntse:
  • Cov neeg siv khoom franchise extension:
  • Extension ntawm brand prestige:
  • Extension ntawm brand distinction:
  • Khoom npe extension:
  • Customer Base Extension:

Kuj Paub, koj ua li cas los tsim ib lub npe txuas ntxiv? Txhawm rau nce qhov tshwm sim ntawm kev vam meej, txhua lub npe yuav tsum ua raws li ob peb yam kev coj ua zoo tshaj plaws.

  1. Ntsuas Brand Equity.
  2. Ntsuas qhov muaj peev xwm txaus ntshai.
  3. Leverage los ntawm kev lag luam core competency.
  4. Kev nqis peev hauv Kev Tshawb Fawb Kev Lag Luam.
  5. Ua kom lub hom phiaj txuas ntxiv kom haum.
  6. Tsim Lub Hom Phiaj Extension Strategy.

Yog li ntawd, dab tsi yog ib qho piv txwv ntawm kev tso cai hom khoom?

Daim ntawv tso cai yog siv los ntawm hom cov tswv kom txuas ntxiv cov cim lag luam lossis cov cim rau cov khoom ntawm qhov sib txawv kiag li. Piv txwv ntawm cov khoom muaj nqis uas tsis muaj peev xwm suav nrog zaj nkauj ("Somewhere Over The Rainbow"), tus cwj pwm (Donald Duck), lub npe (Michael Jordan), lossis hom (Lub Ritz-Carlton).

Puas yog lub npe txuas ntxiv yog qhov zoo lossis tsis zoo?

Raws li lawv hais qhov kev vam meej tshaj plaws hom extensions los ntawm cov tuam txhab uas paub tiag tiag lawv cov neeg siv khoom, ntau dua kom paub cov kev txwv ntawm lawv hom . Brand extensions tsim los ntawm kev ncaj ncees uas twb muaj lawm, lawv tsis tshua muaj nqi los tshaj tawm tag nrho cov npe tshiab, thiab lawv yog qhov kev xaiv pheej hmoo tsawg hauv lub sijhawm sib tw no.

Pom zoo: