了解成功的品牌延伸品牌资产外文翻译

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1、了解成功的品牌延伸品牌资产外文翻译 本科毕业设计(论文)外 文 翻 译原文: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. 译文: 了解成功的品牌延伸品牌资产品牌和品牌延伸 成功的品牌是公司最重要的资产,具体地说,这些资产代表在消费者心中建立的知识,作为所有这些品牌营销方案的执行结果。在某种意义上可以看作是该品牌在市场营销总资源的投资结果。所有的营销活动包括产品开发、市场调研、广告、促销、分销、取样和其它行为,以创造一个在其目标群众心里的品牌形象。公司可以在三个主要的品牌战略中选择,品牌战略

40、是该公司的产品链接Kotler, 1991。一种战略是针对不同产品采用个体品牌名称,与公司或对方没有明确联系。宝洁公司已经采用该品牌策略,如汰渍、波德、奇尔和许多其它的品牌名称。每个品牌都有自己的品牌标识并且可以发展自己的品牌资产。万一宝洁公司的一个产品有大灾难,每个品牌之间都可以隔绝不利的宣传。确实,当得中毒性休克综合征患者声称是宝洁公司一个品牌的用户时,这基本上对公司其它无关品牌没有多大的关系。困难之一是,该公司的身份从单个品牌中被移除,消费者寻求宝洁公司的质量可能会怀疑,Fab 高露洁 或者Dash(宝洁)是否是宝洁公司的品牌。 第二个战略包括伞状或家族品牌名称策略,该公司的名字用在每一

41、件产品上。百得选择了这一战略,其中有利益和风险。当该公司的名称意味着品质、可靠性和价值时,每个新产品立即获得正面的品牌联想。然而,一个不利的产品问题是,事故或召回可能玷污整条生产线Sullivan,1990。百得经历了一个特殊的家族品牌问题。这家公司注意到电动工具的质量,发展了许多有关质量、阳刚之气、可靠性、耐用性和用于建设的品牌联想。百得对它新收购的通用电气小家电行使用家族品牌战略,其中包括打蛋机、烤箱烤面包机和其他厨房用具。厨房用具像打蛋机传达一个不太坚固的形象,这与电动工具发生了冲突,百得的经验是作为另一个需要仔细评估品牌联想的例子。 第三个策略,是前两者的结合,是一个子品牌战略,其公司

42、名称与个体品牌名称相结合。因此,凯洛格葡萄干麸皮有别于宝氏葡萄干麦麸麦片或当地的食品零售商巨人葡萄干麸皮。家族和品牌组合可以利用消费者对该公司的积极联想。子品牌战略允许分化并有机会创造特定品牌信念。 看成是一种投资,管理层考虑通过延伸到另一种产品以收获投资回报是诱人的。作为一种投资,品牌权益具有有限的生命。它受经济增长、巩固或衰退和竞争对手攻击影响,甚至可以受到管理层善意行动的伤害。最近,关于品牌延伸对品牌权益的负面影响的关注已经提高。人们普遍认为,如果一个品牌延伸是不成功的,可能对核心产品会有负面影响。不成功延伸的负面影响被称为品牌资产“稀释” Loken and Roedder John,

43、1993。然而,即使是成功品牌一再延伸也可能会削弱或耗尽核心产品的品牌权益。这个重复延伸的过程产生收益资产“耗损”。在大多数情况下,稀释,不成功延伸带来的负面影响更强大。不过,一些专家警告说,多次成功品牌延伸和不成功品牌延伸可能导致一个品牌权益总额灭绝Gibson,1990。这似乎是合理的,任何事情包括品牌延伸如果过分的话,都可能产生不良后果。幸运的是,经理不会经常面临这样的极端情况。一个产品经理必须考虑的典型情况是给一个或多个现有的品牌做个人介绍。品牌标识和延伸 在竞争环境中,开拓产品和产品线往往代表了新产品最成功的推出。他们利用军事公理打击敌人最弱的地方,终极的弱点是没有项目类别。最初,他

44、们可以利用一个没有对手干扰和满足的消费者需求,由于他们能建立一个独特的品牌形象,他们每个人都能成为第一品牌,占据消费者心目中的地位,创造意识和品牌形象。此外,开拓产品拥有超过跟随产品的优势,因为没有竞争对手的干扰,他们可以支配消费者品牌与效益的联想。如果成功的话,这些产品从而可以支配该类别。由于存在潜在的类别优势,开拓产品最终回报以更多的消费者认可和更高的价格。尽管开拓产品提供巨大的潜力,他们对所有新产品推出的一小部分作出解释,最“新”品牌只是修改或改良现有产品。一个可能的原因是风险,这种潜在的失败,在任何新产品开发中都是存在的。由于不能保证消费者对开拓产品的潜在好处有回应,存在的风险的措施。

45、因此,关于成功产品的改善明显的重点是管理风险规避。关于品牌延伸的文献与善用品牌的权益的管理魅力以吸引新的细分市场相呼应。毕竟,营销人员在做业务时是以实现企业效益最大化和降低风险为目的的。品牌延伸的好处 消费者评价一个品牌的延伸经常被描述成一个传输过程,其中核心品牌联想会被转达给延伸。正如我们所看到的,在使用请况和在不同的竞争环境中,消费者之间会有不同的品牌联想。潜在地,核心品牌可能会提供一个突出的群体、积极评价和产品类别中有效的相关联想。理想的情况下,一个核心品牌的联想可以促进一个复杂,尚未明确界定形象的延伸。一个良好的品牌通常有一个明确的品牌形象。品牌延伸一个很大的好处是即时传播显著形象。例

46、如, 亨氏公司收购了慧俪轻体,并引进了慧俪轻体低热量食物的生产线。慧俪轻体的名字对识别和许多对食品生产线的积极联想做了贡献。 除了品牌联想,延伸还可以传达质量联想。为了避免基于产品规格的广告战,一个品牌可以在高认知质量的基础上竞争。惠普已经采用了这一策略,通过扩展其众多的产品名称,从而扩展了其质量伞状。当认知质量高时,分享核心产品延伸的好处是有价值的。没有高认知质量,这个目标就不可能。 另一个品牌延伸的好处是核心品牌广告带来的作用。毫无疑问,健怡樱桃可乐得益于健怡可乐的广告和熟悉的包装。从没有看过一个健怡樱桃可乐的电视广告,消费者却可以很容易地识别包装并意识到这是一个鲜明的产品,人们却都很熟悉

47、。 这种熟悉的品牌也给消费者带来了另一种好处,有助于减少新产品的风险。消费者第一次面对健怡樱桃可乐可能就会知道这是可口可乐的高品质产品。在新产品的测试报告中,最支持的事实是,已建立的品牌名称提高消费者的最初反应、兴趣和判断。 最后一个品牌延伸的好处是加强核心产品。就像一个成功的后代,延伸可能加强核心产品的品牌形象而不是削弱它。健怡樱桃可乐显然是被定位为美味、低热量的苏打并加强低卡路里含量和好味道的健怡可乐品牌联想。品牌延伸问题 对于一个核心产品的潜在一个明确定义的形象实际上仅仅只是一种假设。事实上,它已经表明,一些积极的核心品牌评价为品牌延伸负债。这些消极联想会给延伸带来麻烦而且需要事先进行评

48、估清楚。例如,佳洁士牙膏的味道在佳洁士漱口水中得到了积极评价。然而,对于Dentyne的产品,佳洁士口香糖,“佳洁士”的味道是一种负债。佳洁士通过突出 “含有薄荷” 味减少该负债。在其他情况下,像失败的品牌延伸,比尔?布拉斯设计巧克力,比尔?布拉斯应该增加巧克力区别,对消费者没有一个突出的联想。 一个有价值的教训是,测试可以减少不适当的、无效的或负面的品牌联想传递给品牌延伸。潜在顾客可以在延伸类别中给出一个品牌延伸的印象。如果在一个概念测试中,消费者评价了一个比尔?布拉斯设计师巧克力生产线的潜力,有关他们的认知和偏好可能是有价值的,并有利于管理。这些发现可以允许修改以减少问题。 艾克和凯勒19

49、90 发现了几个实例,通过添加第二个品牌名称或阐述有关的概念,负面的联想可能会减少。第二个名字可以提供距离以及正确的内涵。他们报告说,当金宝汤发现消费者对坎贝尔的名字的联想是水样和橙色后,他们称其为意大利面条酱汁。他们建议,如果再加上第二个名字像都灵意大利,另一种品牌延伸可以使用坎贝尔的名字。这样的名称,坎贝尔的都灵意大利粉酱,将坎贝尔的质量联想与意大利面条酱的适当联想相结合。第二个名称将传达出丰富、厚重的感觉,“意大利”比橙色和水样会有更好的品牌联想。 通过提供一个延伸属性的简短阐述,关于哪些问题可能是不确定的和哪些有可能损坏延伸的,品牌的负面联想也可以减少艾克和凯勒,1990。例如,抗生素有很多副作用。当普强公司推出一种被认为有不良的副作用,供虚弱的青霉素过敏患者使用的抗生素时,给了医生制定的信息。用以避免不必要的负面的联想,该信息是青霉素发生副作用的几率较少。 出处: Dennis A. Pitta和Lea Prevel Katsanis.了解成功的品牌延伸品牌资产, 消费品营销杂志.19954: 51-64.