了解成功的品牌延伸品牌資產(chǎn)外文翻譯

1、了解成功的品牌延伸品牌資產(chǎn)外文翻譯 本科畢業(yè)設(shè)計(jì)(論文)外 文 翻 譯原文:understanding brand equity for successful brand extensionbrands and brand extensions successful brands are the most important assets of a company. specifically, those assets represent the knowledge created in the minds of consumers as a result of all of the mark

2、eting programs executed for those brands. in one sense it can be viewed as the result of the total resource investment in marketing the brand. all the marketing activities including product development, market research, advertising, promotion, distribution, sampling, and others act to create a brand

3、 image in its target audience. firms may choose from among three main branding strategies which link products to the company kotler, 1991. one strategy employs individual brand names for different products without an explicit connection to the company or to each other. procter & gamble has employed

4、this branding strategy with brands such as tide, bold, cheer and many others. each brand has its own brand identity and can develop its own brand equity. in the unlikely event of a procter & gamble product catastrophe, each brand would be rather insulated from adverse publicity. indeed when toxic sh

5、ock syndrome claimed users of one of procter & gambles brands, there was virtually no link to the companys unrelated brands. one difficulty is that the companys identity is so removed from individual brands that a consumer looking for procter & gamble quality might wonder whether fab colgate-palmoli

6、ve or dash procter & gamble is a procter & gamble brand. a second strategy involves umbrella or family brand names in which the company name is on every product. black & decker have chosen this strategy, which has benefits and risks. when the company name connotes quality, dependability and value, e

7、ach new product gains immediate positive brand associations. however, an unfavorable product issue, accident or recall might taint the entire line sullivan, 1990. black & decker experienced a special problem with family branding. the firm, noted for its quality power tools, developed many brand asso

8、ciations with quality, masculinity, dependability, ruggedness, and use in construction. black & decker used its family brand strategy for its newly acquired general electric small appliance line which included hand mixers, toaster ovens, and other kitchen appliances. kitchen appliances like hand mix

9、ers convey a less rugged image, which clashed with power tools. black & deckers experience serves as another example of the need to assess brand associations carefully. the third strategy, a combination of the first two, is a sub-brand strategy in which a company name is combined with an individual

10、brand name. thus kelloggs raisin bran is distinct from post raisin bran or a local food retailers giant raisin bran. family and combination branding can leverage positive associations consumers feel for the company. the sub-brand strategy allows differentiation and the opportunity to create specific

11、 brand beliefs viewed as an investment, it is tempting for management to consider reaping the rewards of that investment by extending it to another product. as an investment, brand equity has a finite life. it is subject to growth and reinforcement, or decay, and assault by competitors. it can even

12、be harmed by the well intentioned actions of management. recently, concerns about the negative effects of brand extensions on brand equity have been raised. it is generally agreed that there may be negative effects on the core product if a brand extension is unsuccessful. the negative effect of unsu

13、ccessful extensions is termed brand equity “dilution” loken and roedder john, 1993. however, even successful repeated extensions might diminish or exhaust a core products brand equity. this process of repeated extensions yields equity “wear-out”. in most cases, dilution, the negative effects of an u

14、nsuccessful extension, are stronger. nevertheless, some experts have warned that repeated successful and unsuccessful extensions may result in the total extinction of a brands equity gibson, 1990. it seems reasonable that overdoing anything, including brand extension, can have adverse consequences.

15、thankfully, managers are not often faced with such extreme conditions. the typical situation a product manager must consider is an individual introduction of a brand, given one or more existing brands.brand identity and extension in competitive environments, pioneering products and product lines oft

16、en represent the most successful new product introductions. they take advantage of the military axiom to hit the enemy where it is weakest. the ultimate weakness is a category without entries. initially, they can exploit an unfilled consumer need without the interference of rivals. since they can es

17、tablish a distinct brand image they can each be the first brand to occupy a position in the consumers mind, creating awareness and a brand image. in addition, pioneering products have an advantage over follower products because, without interference from competitors, they can dominate the consumers

18、association of the brand with benefits. if successful, those products can thereby dominate the category. because of the potential category dominance, pioneering products also promise eventual rewards in the form of greater consumer acceptance and higher prices. even though pioneering products offer

19、great potential, they account for a fraction of all new product launchings. most “new” brands are simply modifications or improvements on existing products. a likely reason for this is that risk, the potential for failure, is inherent in any new product development. since there is no guarantee that

20、consumers will respond to the underlying benefits of a pioneering product, a measure of risk exists. thus, the apparent emphasis on improvements of successful products is an expression of managerial risk avoidance. the literature on brand extensions echoes the managerial fascination with capitalizin

21、g on a brands equity to attract new market segments. after all, marketers are in the business to imize returns and reduce risk.brand extension benefits consumer evaluation of a brand extension is frequently described by a transfer process in which core brand associations are conveyed to the extensio

22、n. as we have seen, brand associations can vary among consumers, across usage situations, and in different competitive environments. potentially, the core brand may provide a group of salient, positively evaluated, relevant associations which are valid within or across product categories. ideally, a

23、 core brands associations can contribute a complex, yet well-defined image to an extension. a well-established brand usually has a well-defined brand image. a great benefit of brand extension is the instant communication of a salient image. for example, h.j. heinz acquired weight watchers and introd

24、uced the weight watchers line of low calorie foods. the weight watchers name contributes recognition and many positive brand associations to the food line. in addition to brand associations, extension can convey quality associations. to avoid advertising battles based on product specifications, one

25、can compete on the basis of perceived high quality. hewlett-packard has used this strategy by extending its name to numerous products and thereby has extended its umbrella of quality to them. when quality is perceived to be high it is valuable to share the benefits of a core product with an extensio

26、n. without perceived high quality, however, the task is impossible another benefit of extension is the cross fertilization which advertising the core brand can bring. undoubtedly, diet cherry coke benefited from the advertising and familiar packaging of diet coke. without ever seeing a television ad

27、 for diet cherry coke, consumers could easily recognize the package and realize that it was a distinct product, yet was familiar that familiarity also provides consumers with another benefit in the form of reduced risk with a new product. consumers confronting diet cherry coke for the first time wou

28、ld know that it was a coca-cola product of assumed high quality. in reported tests of new products, most support the fact that an established brand name enhances initial consumer reaction, interest, and trial. the final benefit of extension is enhancing the core product. like a successful offspring,

29、 an extension may reinforce the core products brand image instead of weakening it. diet cherry coke is clearly positioned as a tasty, low-calorie soda and reinforces diet cokes association with low calorie content and good taste.brand extension problems the potential for a core product contributing

30、a clearly defined image is really only an assumption. in fact, it has been shown that some positively evaluated core product associations are liabilities for extensions. these negative associations can spell trouble for an extension and need to be assessed clearly beforehand. for example, crest toot

31、hpastes flavor was positively evaluated in crest mouthwash. however, for a dentyne-like product, crest chewing gum, the “crest” flavor was a liability. crest reduced that liability by highlighting the flavor “containing spearmint and peppermint”. in other cases, like the failed extension, bill blass

32、 designer chocolates, the bill blass name was supposed to add distinction to the chocolates, but was not a salient association to consumers. a worthwhile lesson is that testing may reduce the number of inappropriate, ineffective, or negative brand associations passed on to extensions. prospective cu

33、stomers could give their impressions of an extension in the context of the extension category. if, in a concept test, consumers had evaluated the potential for a bill blass designer chocolate line, information about their perceptions and preferences might have been valuable, and helpful to managemen

34、t. such findings might allow modifications to reduce the problem. aaker and keller 1990 found several instances in which negative associations might be reduced by adding a second brand name or elaborating on the concept. a second name might provide distancing, as well as the right connotations. they

35、 report that campbells soup called its line of spaghetti sauces prego after they found that consumers associated the name campbells with being watery and orange. they suggested that another extension might be able to use the campbells name if coupled with a second name like special torino. thus the

36、name, campbells special torino spaghetti sauce, might combine the quality associations from campbells with associations appropriate for spaghetti sauce. the second name would convey a feeling of rich, thick, and “italian” ? better associations than orange and watery. negative associations can also b

37、e reduced by providing a brief elaboration of an extension attribute about which subjects may be uncertain and which has the potential to damage the extension aaker and keller, 1990. for example, antibiotics have a number of side-effectswhen the upjohn company introduced an antibiotic, thought to ha

38、ve an adverse side-effect, for use in debilitated penicillin-allergic patients, doctors were given elaboration information. the information that the side-effect occurred less frequently than with penicillin avoided undue negative associations. source: dennis a. pitta and lea prevel katsanis,1995. “u

39、nderstanding brand equity for successful brand extension” journal of consumer marketing. vol. 12 ,no. 4,pp.51-64. 譯文: 了解成功的品牌延伸品牌資產(chǎn)品牌和品牌延伸 成功的品牌是公司最重要的資產(chǎn),具體地說,這些資產(chǎn)代表在消費(fèi)者心中建立的知識(shí),作為所有這些品牌營銷方案的執(zhí)行結(jié)果。在某種意義上可以看作是該品牌在市場(chǎng)營銷總資源的投資結(jié)果。所有的營銷活動(dòng)包括產(chǎn)品開發(fā)、市場(chǎng)調(diào)研、廣告、促銷、分銷、取樣和其它行為,以創(chuàng)造一個(gè)在其目標(biāo)群眾心里的品牌形象。公司可以在三個(gè)主要的品牌戰(zhàn)略中選擇,品牌戰(zhàn)略

40、是該公司的產(chǎn)品鏈接kotler, 1991。一種戰(zhàn)略是針對(duì)不同產(chǎn)品采用個(gè)體品牌名稱,與公司或?qū)Ψ經(jīng)]有明確聯(lián)系。寶潔公司已經(jīng)采用該品牌策略,如汰漬、波德、奇爾和許多其它的品牌名稱。每個(gè)品牌都有自己的品牌標(biāo)識(shí)并且可以發(fā)展自己的品牌資產(chǎn)。萬一寶潔公司的一個(gè)產(chǎn)品有大災(zāi)難,每個(gè)品牌之間都可以隔絕不利的宣傳。確實(shí),當(dāng)?shù)弥卸拘孕菘司C合征患者聲稱是寶潔公司一個(gè)品牌的用戶時(shí),這基本上對(duì)公司其它無關(guān)品牌沒有多大的關(guān)系。困難之一是,該公司的身份從單個(gè)品牌中被移除,消費(fèi)者尋求寶潔公司的質(zhì)量可能會(huì)懷疑,fab 高露潔 或者dash(寶潔)是否是寶潔公司的品牌。 第二個(gè)戰(zhàn)略包括傘狀或家族品牌名稱策略,該公司的名字用在每一

41、件產(chǎn)品上。百得選擇了這一戰(zhàn)略,其中有利益和風(fēng)險(xiǎn)。當(dāng)該公司的名稱意味著品質(zhì)、可靠性和價(jià)值時(shí),每個(gè)新產(chǎn)品立即獲得正面的品牌聯(lián)想。然而,一個(gè)不利的產(chǎn)品問題是,事故或召回可能玷污整條生產(chǎn)線sullivan,1990。百得經(jīng)歷了一個(gè)特殊的家族品牌問題。這家公司注意到電動(dòng)工具的質(zhì)量,發(fā)展了許多有關(guān)質(zhì)量、陽剛之氣、可靠性、耐用性和用于建設(shè)的品牌聯(lián)想。百得對(duì)它新收購的通用電氣小家電行使用家族品牌戰(zhàn)略,其中包括打蛋機(jī)、烤箱烤面包機(jī)和其他廚房用具。廚房用具像打蛋機(jī)傳達(dá)一個(gè)不太堅(jiān)固的形象,這與電動(dòng)工具發(fā)生了沖突,百得的經(jīng)驗(yàn)是作為另一個(gè)需要仔細(xì)評(píng)估品牌聯(lián)想的例子。 第三個(gè)策略,是前兩者的結(jié)合,是一個(gè)子品牌戰(zhàn)略,其公司

42、名稱與個(gè)體品牌名稱相結(jié)合。因此,凱洛格葡萄干麩皮有別于寶氏葡萄干麥麩麥片或當(dāng)?shù)氐氖称妨闶凵叹奕似咸迅甥熎?。家族和品牌組合可以利用消費(fèi)者對(duì)該公司的積極聯(lián)想。子品牌戰(zhàn)略允許分化并有機(jī)會(huì)創(chuàng)造特定品牌信念。 看成是一種投資,管理層考慮通過延伸到另一種產(chǎn)品以收獲投資回報(bào)是誘人的。作為一種投資,品牌權(quán)益具有有限的生命。它受經(jīng)濟(jì)增長、鞏固或衰退和競(jìng)爭(zhēng)對(duì)手攻擊影響,甚至可以受到管理層善意行動(dòng)的傷害。最近,關(guān)于品牌延伸對(duì)品牌權(quán)益的負(fù)面影響的關(guān)注已經(jīng)提高。人們普遍認(rèn)為,如果一個(gè)品牌延伸是不成功的,可能對(duì)核心產(chǎn)品會(huì)有負(fù)面影響。不成功延伸的負(fù)面影響被稱為品牌資產(chǎn)“稀釋” loken and roedder john,

43、1993。然而,即使是成功品牌一再延伸也可能會(huì)削弱或耗盡核心產(chǎn)品的品牌權(quán)益。這個(gè)重復(fù)延伸的過程產(chǎn)生收益資產(chǎn)“耗損”。在大多數(shù)情況下,稀釋,不成功延伸帶來的負(fù)面影響更強(qiáng)大。不過,一些專家警告說,多次成功品牌延伸和不成功品牌延伸可能導(dǎo)致一個(gè)品牌權(quán)益總額滅絕gibson,1990。這似乎是合理的,任何事情包括品牌延伸如果過分的話,都可能產(chǎn)生不良后果。幸運(yùn)的是,經(jīng)理不會(huì)經(jīng)常面臨這樣的極端情況。一個(gè)產(chǎn)品經(jīng)理必須考慮的典型情況是給一個(gè)或多個(gè)現(xiàn)有的品牌做個(gè)人介紹。品牌標(biāo)識(shí)和延伸 在競(jìng)爭(zhēng)環(huán)境中,開拓產(chǎn)品和產(chǎn)品線往往代表了新產(chǎn)品最成功的推出。他們利用軍事公理打擊敵人最弱的地方,終極的弱點(diǎn)是沒有項(xiàng)目類別。最初,他

44、們可以利用一個(gè)沒有對(duì)手干擾和滿足的消費(fèi)者需求,由于他們能建立一個(gè)獨(dú)特的品牌形象,他們每個(gè)人都能成為第一品牌,占據(jù)消費(fèi)者心目中的地位,創(chuàng)造意識(shí)和品牌形象。此外,開拓產(chǎn)品擁有超過跟隨產(chǎn)品的優(yōu)勢(shì),因?yàn)闆]有競(jìng)爭(zhēng)對(duì)手的干擾,他們可以支配消費(fèi)者品牌與效益的聯(lián)想。如果成功的話,這些產(chǎn)品從而可以支配該類別。由于存在潛在的類別優(yōu)勢(shì),開拓產(chǎn)品最終回報(bào)以更多的消費(fèi)者認(rèn)可和更高的價(jià)格。盡管開拓產(chǎn)品提供巨大的潛力,他們對(duì)所有新產(chǎn)品推出的一小部分作出解釋,最“新”品牌只是修改或改良現(xiàn)有產(chǎn)品。一個(gè)可能的原因是風(fēng)險(xiǎn),這種潛在的失敗,在任何新產(chǎn)品開發(fā)中都是存在的。由于不能保證消費(fèi)者對(duì)開拓產(chǎn)品的潛在好處有回應(yīng),存在的風(fēng)險(xiǎn)的措施。因此,關(guān)于成功產(chǎn)品的改善明顯的重點(diǎn)是管理風(fēng)險(xiǎn)規(guī)避。關(guān)于品牌延伸的文獻(xiàn)與善用品牌的權(quán)益的管理魅力以吸引新的細(xì)分市場(chǎng)相呼應(yīng)。畢竟,營銷人員在做業(yè)務(wù)時(shí)是以實(shí)現(xiàn)企業(yè)效益最大化和降低風(fēng)險(xiǎn)為目的的。品牌延伸的好處 消費(fèi)者評(píng)價(jià)一個(gè)品牌的延伸經(jīng)常被描述成一個(gè)傳輸過程,其中核心品牌聯(lián)想會(huì)被轉(zhuǎn)達(dá)給延伸。正如我們所看到的,在使用請(qǐng)況和在不同的競(jìng)爭(zhēng)環(huán)境中,消費(fèi)者之間會(huì)有不同的品牌