中文摘要：

品牌延伸在国际学术界日益成为研究的热点。借鉴国内外的研究成果，探讨影响品牌延伸的因素模型，同时运用模糊层次法（FUZZY—AHP）对品牌延伸的综合评价模型进行计算，并且以娃哈哈、茅台、海尔等著名品牌的延伸为例对品牌延伸的各种评估模型进行实证。

英文摘要：

Brand extension has become an important subject by international academic. The paper puts forward a model of factors affecting brand extension, based on Fuzzy - AHP （ Fuzzy - Analytical Hierarchy Process） cases. This empirical research samples some famous brand extension cases, such as Wahaha, Maotai, Haier etc.