【正文】 這一案例為品牌延伸提供了最好的機(jī)會(huì)。一個(gè)品牌的典型的歷史是，它僅僅開(kāi)始于產(chǎn)品的完全重疊。(Farquhar – Herr – Fazio 1990, 857–859。此外，由于有些品牌在一類(lèi)特定的目標(biāo)種類(lèi)里具有典型性，以至于消費(fèi)者在沒(méi)有品牌延伸時(shí)可能會(huì)誤認(rèn)為有品牌延伸。產(chǎn)品類(lèi)別中的典型品牌更容易擴(kuò)展到密切相關(guān)的類(lèi)別，而不是聯(lián)系較小的類(lèi)別。品牌應(yīng)該避免成為只與價(jià)值觀相關(guān)聯(lián)，因?yàn)檫@樣可能會(huì)脫離產(chǎn)品最初的優(yōu)勢(shì)。這些延伸可能保持品牌在消費(fèi)者的誘發(fā)集合上。這些擴(kuò)展的核心是目標(biāo)群體的價(jià)值觀和生活方式。這些擴(kuò)展可能有不同的屬性，但它們是與一個(gè)或更多的優(yōu)勢(shì)相似，如質(zhì)量。 Loken – John 1993, 79–83) 核心產(chǎn)品和延伸產(chǎn)品的之間的關(guān)系可能是基于技術(shù)特征，利益或價(jià)值觀和生活方式。(Farquhar – Herr – Fazio 1990, 856。公司要想傳播其品牌名稱(chēng)，就必須研究怎樣才能使品牌關(guān)聯(lián)適應(yīng)新產(chǎn)品。范疇擴(kuò)展還涉及風(fēng)險(xiǎn)。范疇擴(kuò)展的潛在好處包括即時(shí)知名度和與一個(gè)熟悉的品牌相關(guān)的利益轉(zhuǎn)移。（凱勒1998年，455 469。這就是所謂的產(chǎn)品線的延伸的陷阱。也可能要與另一個(gè)公司成功的產(chǎn)品線的延伸匹敵競(jìng)爭(zhēng)。新產(chǎn)品的活動(dòng)絕大部分構(gòu)成了產(chǎn)品線的延伸。 Keller 1998, 67) 產(chǎn)品線的延伸通常發(fā)生在公司用同一品牌使用到同一產(chǎn)品類(lèi)別下的其他項(xiàng)目時(shí)。 (Aaker – Keller 1990, 27–28。擴(kuò)展可分為兩種類(lèi)型：產(chǎn)品線的延伸，范疇擴(kuò)展。這種企圖首先在其他領(lǐng)域表現(xiàn)出來(lái)，如糾正市場(chǎng)份額中的問(wèn)題，或追求成本削減計(jì)劃。(Keller 1993, 9–10)如果考慮到短期的經(jīng)濟(jì)前景，用于建設(shè)或維持強(qiáng)勢(shì)品牌的投資可能很難或不能判斷。同樣，品牌的定價(jià)策略直接對(duì)相關(guān)的價(jià)格層或該產(chǎn)品在品牌類(lèi)別中的水平產(chǎn)生關(guān)聯(lián)，以及其相應(yīng)的價(jià)格波動(dòng)或變化，例如，折扣的頻率和幅度。創(chuàng)建品牌資產(chǎn)，需要?jiǎng)?chuàng)建一個(gè)熟悉的品牌，并且能夠引起具有良好的，強(qiáng)大的和獨(dú)特的品牌聯(lián)想。第二種，控制性的激活需要積極關(guān)注個(gè)人以獲得先前儲(chǔ)存的評(píng)價(jià)，或者在態(tài)度對(duì)象里構(gòu)建一個(gè)總結(jié)性的評(píng)價(jià)。 (Farquhar 1990, RC8–RC9)創(chuàng)建強(qiáng)勢(shì)品牌的第二個(gè)要素是態(tài)度可及性。情感反應(yīng)包括對(duì)品牌的情感或感知（如感情，品牌讓我的自我感覺(jué)良好，這個(gè)品牌是一個(gè)熟悉的朋友，或品牌的象征地位，從屬關(guān)系或獨(dú)一無(wú)二）。(Barwise 1993, 96) 創(chuàng)建一個(gè)強(qiáng)勢(shì)品牌第一要素是積極的品牌評(píng)估。在一個(gè)特定的行業(yè)，通常存在有許多高品質(zhì)的產(chǎn)品和高水平的廣告，因此很難通過(guò)廣告引進(jìn)優(yōu)質(zhì)品牌和塑造認(rèn)知。 Kotler 1994, 454–455。 Kotler 1994, 452–454。 Farquhar 1990, RC10。 Farquhar – Herr – Fazio 1990, 856。 van Raaij – Schoonderbeek 1993, 482) A category extension occurs when a pany decides to use an existing brand name to launch a product in a new product category. Category extensions capitalise on the brand image of the core product or service to efficiently inform consumers and retailers about a new product or service. The potential benefits of category extensions include immediate name recognition and the transference of benefits associated with a familiar brand. A wellregarded brand name gives the new product instant recognition and earlier acceptance. It enables the pany to enter into newproduct categories more easily. Moreover, category extensions eliminate the high costs of establishing a new brand and often reduce the costs of gaining distribution. Category extensions also involve risks. The new product might disappoint buyers and damage their respect for the pany’s other products. The brand name may lose its special positioning in the consumer’s mind through overextension. Brand dilution is said to occur when consumers no longer associate a brand with a specific product or highly similar products. Companies that are tempted to transfer their brand name must research how well the brand’s associations fit the new product. The best result would occur when the brand name builds the sales of both the new product and the existing product. An acceptable result would be when the new product sells well without affecting the sales of the existing product. The worst result would be when the new product fails and hurts the sales of the existing product. (Farquhar – Herr – Fazio 1990, 856。 Loken – John 1993, 79–83) The relationship between the core product and the extended product may be based on technical attributes, benefits, or values and lifestyles. First, products may be technically related, based on physical attributes. Extensions based on technical attributes are often successful, if the products have a large set of similar attributes. Second, the extension may be based on product benefits, if a brand offers clear and distinguishing benefits. These extensions may have dissimilar attributes, but they are similar for one or more benefits, ., quality. Third, wellknown brand names with a good reputation may extend to new pro