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品牌是一个企业的无形资产,如果一个企业的品牌在消费者心目中的口碑良好,那么这个企业就会处于不断盈利状态。品牌管理是企业发展壮大的必经之路,品牌延伸是企业品牌管理做大做强的重要手段。本文从娃哈哈品牌的现状、问题以及解决途径三个方面来考察和探究娃哈哈品牌向童装的延伸,期望能为我国其它的企业进行品牌管理提供经验借鉴。
Brand is an intangible assets of an enterprise, if a company’s brand reputation in the minds of consumers is good, then this business will be in a state of continuous profitability. Brand management is the only way for the development and expansion of enterprises, brand extension is an important means of corporate brand management bigger and stronger. This article examines and explores the extension of Wahaha brand to children’s wear from the three aspects of Wahaha brand status quo, problems and solutions, and hopes to provide experience for the brand management of other enterprises in our country.