了解成功的品牌延伸品牌資產【外文翻譯】_第1頁
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1、本科畢業(yè)設計（論文）外文翻譯原文：原文：UnderstingbrequityfsuccessfulbrextensionBrsbrextensionsSuccessfulbrsarethemostimptantassetsofacompany.Specificallythoseassetsrepresenttheknowledgecreatedinthemindsofconsumersasaresultofallofthemarketi

2、ngprogramsexecutedfthosebrs.Inonesenseitcanbeviewedastheresultofthetotalresourceinvestmentinmarketingthebr.Allthemarketingactivitiesincludingproductdevelopmentmarketresearchadvertisingpromotiondistributionsamplingothersa

3、cttocreateabrimageinitstargetaudience.Firmsmaychoosefromamongthreemainbringstrategieswhichlinkproductstothecompany(Kotler1991).Onestrategyemploysindividualbrnamesfdifferentproductswithoutanexplicitconnectiontothecompanyt

4、oeachother.Procter&GamblehasemployedthisbringstrategywithbrssuchasTideBoldCheermanyothers.Eachbrhasitsownbridentitycandevelopitsownbrequity.IntheunlikelyeventofaProcter&Gambleproductcatastropheeachbrwouldberatherinsulate

5、dfromadversepublicity.IndeedwhentoxicshocksyndromeclaimedusersofoneofProcter&Gamble’sbrstherewasvirtuallynolinktothecompany’sunrelatedbrs.Onedifficultyisthatthecompany’sidentityissoremovedfromindividualbrsthataconsumerlo

6、okingfProcter&GamblequalitymightwonderwhetherFab(ColgatePalmolive)Dash(Procter&Gamble)isaProcter&Gamblebr.Asecondstrategyinvolvesumbrellafamilybrnamesinwhichthecompanynameisoneveryproduct.Black&Deckerhavechosenthisstrate

7、gywhichhasbenefitsrisks.Whenthecompanynameconnotesqualitydependabilityhaveadverseconsequences.Thankfullymanagersarenotoftenfacedwithsuchextremeconditions.Thetypicalsituationaproductmanagermustconsiderisanindividualintrod

8、uctionofabrgivenonemeexistingbrs.BridentityextensionIncompetitiveenvironmentspioneeringproductsproductlinesoftenrepresentthemostsuccessfulnewproductintroductions.Theytakeadvantageofthemilitaryaxiomtohittheenemywhereitisw

9、eakest.Theultimateweaknessisacategywithoutentries.Initiallytheycanexploitanunfilledconsumerneedwithouttheinterferenceofrivals.Sincetheycanestablishadistinctbrimagetheycaneachbethefirstbrtooccupyapositionintheconsumer’smi

10、ndcreatingawarenessabrimage.Inadditionpioneeringproductshaveanadvantageoverfollowerproductsbecausewithoutinterferencefromcompetitstheycandominatetheconsumer’sassociationofthebrwithbenefits.Ifsuccessfulthoseproductscanthe

11、rebydominatethecategy.Becauseofthepotentialcategydominancepioneeringproductsalsopromiseeventualrewardsinthefmofgreaterconsumeracceptancehigherprices.Eventhoughpioneeringproductsoffergreatpotentialtheyaccountfafractionofa

12、llnewproductlaunchings.Most“new”brsaresimplymodificationsimprovementsonexistingproducts.Alikelyreasonfthisisthatriskthepotentialffailureisinherentinanynewproductdevelopment.Sincethereisnoguaranteethatconsumerswillrespond

13、totheunderlyingbenefitsofapioneeringproductameasureofriskexists.Thustheapparentemphasisonimprovementsofsuccessfulproductsisanexpressionofmanagerialriskavoidance.Theliteratureonbrextensionsechoesthemanagerialfinationwithc

14、apitalizingonabr’sequitytoattractnewmarketsegments.Afterallmarketersareinthebusinesstomaximizereturnsreducerisk.BrextensionbenefitsConsumerevaluationofabrextensionisfrequentlydescribedbyatransferprocessinwhichcebrassocia

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