品牌建設策略外文翻譯(文件)
【正文】 mers are more likely to buy a new product that has a tried and trusted brand name on it. This means the market is catered for as they are receiving a product from a brand they trust and Coca Cola is catered for as they can increase their product portfolio and they have a larger hold over the market in which they are performing in. Types of brand extension Brand extension research mainly focuses on the consumer evaluation of extension and attitude of the parent brand. First of all, the “Complement” is that consumer takes two product (extension and parent brand product) classes as plement to satisfy their specific needs. Secondly, the “Substitute” indicates two products have same user situation and satisfy their same needs which means the products class is very similar so that can replace each other. At last, the “Transfer” is the relationship between extension product and manufacturer which “reflects the perceived ability of any firm operating in the first product class to make a product in the second class”. The first two measures focus on the consumer’s demand and the last one focuses on firm’s ability. Branding does not always follow a rational line. One mistake can damage all brand equity. A classic extension failure example would be Coca Cola launching “New Coke” in 1985. Although initially accepted a backlash against “New Coke” soon emerged among consumers. Not only did Coca Cola not succeed in developing a new brand but sales of the original flavour also decreased. Coca Cola had to make considerable efforts to regain customers who had turned to Pepsi cola. Although there are few works about the failure of extensions, literature still provides sufficient in depth research around this issue. Studies also suggest that brand extension is a risky strategy to increase sales or brand equity. It should consider the damage of parent brand no matter what types of extension are used. Example. BIC Pens tried to produce BIC pantyhose. You can read some more here First of all, the “Complement” is that consumer takes two product (extension and parent brand product) classes as plement to satisfy their specific needs. Secondly, the “Substitute” indicates two products have same user situation and satisfy their same needs which means the products class is very similar so that can replace each other. At last, the “Transfer” is the relationship between extension product and manufacturer which “reflects the perceived ability of any firm operating in the first product class to make a product in the second class”. The first two measures focus on the consumer’s demand and the last one focuses on firm’s 6 ability. From the line extension to brand extension, however, there are many different way of extension such as brand alliance, cobranding or “brand franchise extension”. Tauber (1988) suggests seven strategies to identify extension cases such as product with parent brand’s benefit, same product with different price or quality, etc. In his suggestion, it can be classified into two category of extension。s Marketing Management University Press,
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