理解品牌資產(chǎn)為成功的品牌延伸[外文翻譯]_第1頁
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1、標題：Understingbrequityfsuccessfulbrextension原文：BrextensioncouldcreatesynergySuccessfulexamplessuchasDietPepsiDietCokebenefitedfromthebrfranchiseoftheirparentproducts.Arguablyfurtheradvertisingtheextensionmightevencreatesy

2、nergybetweenititsparentbr.InfactafterinitiallyresistingbrextensionCocaColaintroducedsixextensionscapturedalargermarketsharethantheiginalbr.AsanextremeexampleoneoftheextensionsCherryCokewassuccessfuldespiteanearabsenceofa

3、dvertisingsuppt.Recenthistyshowsthatmethanhalfofthenewbrsmarketedduringthe1980swereextensionsofexistingproductsmarketedunderexistingbrnames.Asaresultthereisevenmepressuretowardbrextension.Whilesuccessfulproductextensionc

4、anreapbenefitsmanagementshouldnotfgettheriskofextensionfailure.PotentialproblemsHistyshowsthepotentialofbrextensionproblemswhichrangefromoutrightfailuretopartialfailuressuchasbrcannibalism.Insteadofsuccessthefailedextens

5、ionmighttarnishtheimagereducethemarketshareoftheparentproduct.ExtensionssuchastheCadillacCimarronserveasexamplesofthepriceofamistake.WhiletheCimarronwasnotactuallyafailureitdidcastashadowontheceproduct.Themodelwaspopular

6、inamarketsegmentwhichcouldnotaffdluxurysizedCadillacs.Ownersofluxurysizedmodelslosttheirsenseofthecar′sexclusivity.ConsumersseemedtothinkthatifanyonewhocouldaffdaChevroletcouldaffdaCadillacafullsizedCadillacseemedtobewth

7、less.ThelessontaughtbytheCimarronexampleisthatitisimptanttoknowwhatconsumersthinkoftheceproductwhattheywillthinkoftheextension.Otherfailedextensionswarnofpotentialproblemsdissipationofcpatefamilyftunes.Stillthelureofbrex

8、tensionbenefitscontinuestoattractattention.theprocessofmemy.Mostofthewidelyacceptedwkinvolvesaconceptualizationofmemystructureinvolvingassociativemodels.Anassociativemodelviewsmemyasconsistingofasetofnodeslinks(WyerSrull

9、1989butseeKeller1993).Nodesarestedinfmationconnectedbylinksofvaryingstrengths.Whentheconsumerthinksaboutaproductrecognizesaproblema“spreadingactivation”processconnectsnodetonodedeterminestheextentofretrieval.Fexampleifac

10、onsumer′sautomobileisdamagedinanaccidentheshewillencodetheinfmationinanodeinmemywhichmayactivateothernodesincludingthosedevotedtoinsuranceagencyinfmationthedealershipwhichsoldthelastcaradvertisinginfmationaboutanewmodelo

11、thers.Thefactwhichmediateswhichhowmanynodesareactivatedisthestrengthofassociationbetweenthenodes.Oncetheconsumerthinksoftheneedfanewcarspecificinfmationmoststronglylinkedtothenewcarmodelwillcometomind.Theinfmationwillinc

12、ludefeatureslikepricestylingtheconsumer′spastexperiencewithitwdofmouthotherponentsofbrequityVariousauthshavedescribedbrequityintermsofcomponentsofbrknowledge.Ofallthedefinitionsthemostrelevanttreatsitasthedifferentialeff

13、ectofbrknowledgeonconsumerresponsetothemarketingofthebr(Keller1993).Brequityrepresentsaconditioninwhichtheconsumerisfamiliarwiththebrrecallssomefavablestronguniquebrassociations.Thisdefinitionfocussesontheindividualconsu

14、mertheconsumer′sreactiontothemarketingofaparticularproduct.InadditionKellerdescribeswhatconsumersknowaboutbrswhatsuchknowledgeimpliesfmarketingstrategy.Befecompletingadefinitionofbrequityitisimptanttoexpleitsfoundation.C

15、reatebrawarenessKeller(1993)conceptualizedbrequityusinganassociativememymodelfocussedonbrknowledgeinvolvingtwocomponentsbrawarenessbrimagedescribedasasetofbrassociations.Usingthisconceptualizationofbrequitythemanager′sfi

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