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| Author: | Shen, Ke Yang, Weiwen |
| Title: | A study on the relationship between diversified operation strategy and brand strategy (original in Chinese) |
| Journal: | Theory and Practice of Finance and Economics (c)
1998 : 5, p.83-84 |
| Index terms: | MARKETING MANAGEMENT PRODUCT POLICY BRAND NAMES |
| Language: | chn |
| Abstract: | While implementing diversified operation, enterprise should take full advantage of its brand. Giving full scope to enterprise's brand advantage is beneficial to the expansion of extent economic effects from enterprise's diversified operation. Enterprise should carry out brand extension as far as possible. Considering Chinese enterprises, the brand extension in the process of diversified operation is of vital importance. In the specific implementation of diversified operation strategy and brand stratgy, enterprises should be aware that the basis for brand extension is the possession of famous brands. There isn't much point in the brand extension of brands which are not famous. |
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