产品延伸策略是指全部或部分地改变公司原有产品的市场定位。具体做法有向下延伸、向上延伸和双向延伸三种。
品牌延伸是企业在推出新产品过程中经常采用的营销策略，也是提升品牌权益利用的重要方式。
Brand extension is often used as a marketing strategy for the enterprise to introduce new products, and also it is an important way of utilizing the brand equity.
品牌延伸策略背后的理念在于，顾客因为已经熟悉某种品牌名称而接受新产品。
The idea behind a brand extension strategy is that customers will accept the new product because they are already familiar with the brand name.
随着市场竞争的加剧，产品生命周期的缩短，品牌延伸成为品牌经营的重要策略。
With the market become more competitive, and the life cycle of product become shorter, extension of the brand becomes the main management strategy.
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