【正文】 響。然而，消費(fèi)者的品牌忠誠絕不是無條件的，它根源于企業(yè)對該品牌嚴(yán)格的技術(shù)要求，即該品牌有卓越的品質(zhì)保證。品牌延伸并非只借用表面上的品牌名稱，而是對整個(gè)品牌資產(chǎn)的策略性使用，是企業(yè)實(shí)現(xiàn)品牌無形資產(chǎn)轉(zhuǎn)移、發(fā)展的有效途徑。通過品牌延伸，企業(yè)可以強(qiáng)化品牌效應(yīng)，增加品牌這一無形資產(chǎn)的經(jīng)濟(jì)價(jià)值和核心品牌的形象，提高整體品牌組合的投資效益。企業(yè)在成熟期由于競爭者的大量涌入，因此，通過建立品牌組合，實(shí)施多品牌戰(zhàn)略，能盡可能多地?fù)屨际袌?，避免風(fēng)險(xiǎn)。但是企業(yè)實(shí)施多品牌，有可能會面臨跟自己競爭的危險(xiǎn)，搶自己原有品牌所占的市場份額。這種策略的前提是市場是可以細(xì)分的，一個(gè)成功的企業(yè)往往會利用市場細(xì)分，去為重要的新品牌創(chuàng)造機(jī)會。企業(yè)可實(shí)施品牌重新定位、品牌創(chuàng)新等策略重新進(jìn)入市場。品牌需要重新定位的原因是多方面的，如競爭者可能推出類似定位的品牌，搶奪企業(yè)的市場份額；顧客偏好也會轉(zhuǎn)移，對企業(yè)品牌代表的產(chǎn)品需求減少；或者企業(yè)決定進(jìn)入新的細(xì)分市場。在做出品牌再定位決策時(shí)，企業(yè)首先應(yīng)考慮將品牌轉(zhuǎn)移到另一個(gè)細(xì)分市場所需要的成本，包括產(chǎn)品品質(zhì)改變費(fèi)、包裝費(fèi)和廣告費(fèi)。其次，要考慮品牌定位于新位置后可能產(chǎn)生的收益。隨著企業(yè)經(jīng)營環(huán)境的變化和顧客需求的變化。企業(yè)在進(jìn)入衰退期后，由于內(nèi)部和外部原因，企業(yè)品牌在市場競爭中必然出現(xiàn)知名度、美譽(yù)度下降，銷量、市場占有率降低等品牌失落的現(xiàn)象，因此只有不斷設(shè)計(jì)出符合時(shí)代需求的品牌，品牌才有生命力?，F(xiàn)代社會，技術(shù)進(jìn)步愈來愈快，一些行業(yè)的產(chǎn)品生命周期也越來越短，同時(shí)，社會消費(fèi)意識、消費(fèi)觀念的變化頻率也逐步加快，這都會影響到產(chǎn)品的市場壽命。如可口可樂，從1886年創(chuàng)立至今已有100多年歷史，它之所以能夠保持長盛不衰，一個(gè)很重要的原因就是它不斷地給自己的品牌注入新的內(nèi)涵。William Sahlman. Harverd Business Reveiew. 2004外文文獻(xiàn)1 Brand can promote the growth of the enterpriseIn the new economical time, marketing of the biggest problems is how to establish and manage an enterprise39。s success is a small to large process, and the enterprise is the growth of the life cycle closely related. Enterprises at different stages of development, the business environment, business strategies focused on the different, the corresponding brand strategy and the focus has different characteristics.Reputation as a business and information mix, brand enterprises and their products are included in the technology, quality, function, culture, position in the market triggered the formation of information systems, enterprises and their products are identifiable symbol system. Brand, through its connotations of market information system and its response evaluation, which would affect market behavior, have the benefit of the enterprise39。s purchase psychology and purchase choiceBrand in the eyes of customers and products is a sign that represents product quality, characteristics, represent enterprises operating characteristics, quality management requirements. Customers through brand can be very easy to identify and access the information, Access to information means that the costs of customer acquisition cost decreased. And the customer familiar with the brand or higher brand visibility, and also allows customers to purchase coefficient decreased risk perception. These two aspects of the prehensive role of the customers buy psychological and purchase behavior of a certain brand products Preferences, thus broadening the product sales. Creation product attachment value with improving the cognition of the brandBrand awareness through advertising can quickly established, but the brand awareness required enterprises to put unremitting efforts. Brand awareness is a customer of the brand through the quality of a subjective judgment to establish. Brand of customer quality and the feeling that the actual quality of product line can also be inconsistent, When customers feel right brand of product quality more than actual quality, we will be able to make value added products. Due to the feeling of quality products can enhance the value corresponding to be improved lead to products with higher profit margins, the price to rise, consumers lack of flexibility, lower prices when it is flexible, This is the reason why access to brandname products than generic products and higher profit margins to the reason why. Improving the petitive ability with strengthening customer’s association and loyalty to the brandWhen customers on the overall brand awareness of, Enterprise customers can enhance the Lenovo brand and brand loyalty to further promote the growth of the enterprise, for example. Enterprises can take advantage of the already famous brands, customers using the Lenovo brand and successfully carried out the brand extension, expanding the product portfolio or extend product lines, introducing new products and enhance petitiveness. Once brand loyal customers they will be very difficult to affect the petitiveness of products. When the market maturity, and market share is relatively stable, Brand loyalty is to resist peer petitor to attack the most powerful weapons, brand loyalty for other enterprises to build barriers to entry. Brand loyalty developed a number of loyal customers and the stability of the market, is the direct result of the expansion of market share, so that the enterprise sales growth, reduce transaction costs, thereby enabling enterprises to obtain additional profits, so Brand can be seen as enterprises to maintain a petitive advantage powerful tool.2 Enterprise brand strategy in different growth stageEnterprises in different stages of growth with its own growth characteristics, businesses in the implementation of its brand strategy also should address the different characteristics of different brand strategy, adapted to the growth stage of the different demands of corporate brand strategy to achieve the goal. Startup stage brand strategy.A startup stage establishment brand basic request is enterprise own strength is strong, has the development future, the product