【正文】 existing product. (Farquhar – Herr – Fazio 1990, 856。 Keller 1998, 67) A line extension occurs when a pany introduces additional items in the same product category under the same brand name. A line extension often involves a different size, colour, flavour or ingredient, a different form or a different application for the brand. Products in line extensions are technically congruent, ., similar in many attributes. They belong to the same product category or subclass. The vast majority of newproduct activity consists of line extensions. Excess manufacturing capacity often drives a pany to introduce additional items. The pany might want to meet the consumers’ desire for variety. The pany may recognise a latent consumer want and try to capitalise on it. The pany may want to match a petitor’s successful line extension. Many panies introduce line extensions primarily to mand more shelf space from resellers. Line extensions involve risks. There is a chance that the brand name will lose its specific meaning. This is called the lineextension trap. The other risk is that many line extensions will not sell enough to cover their development and promotion costs. Furthermore, even when they sell enough, the sales may e at the expense of other items in the line. A line extension works best when it takes sales away from peting brands, not when it cannibalises the pany’s other products. (Keller 1998, 455– 469。 Farquhar – Herr – Fazio 1990, 856。標(biāo)題：Managing Brand EquityLEVERAGING AND MEASURING BRAND EQUITY原文： Leveraging brand equity There are three ways to leverage brand equity: firstly building it, secondly borrowing it, or thirdly buying it. Increasingly, ”building” brand equity is not easy – given the proliferation of brands and the intense petition that is prevalent in many industries. Within a given industry, there typically exist many high quality products and high levels of advertising, making it difficult to introduce superior quality brand and shape perceptions through advertising. Thus, the alternative to building brand equity is by borrowing or buying it. (Farquhar 1990, RC10–RC11) Building brand equity Brand equity is built firstly, by creating positive brand evaluations with a quality product, secondly, by fostering accessible brand attitudes to have the most impact on consumer purchase behaviour, and thirdly, by developing a consistent brand image to form a relationship with the consumer. (Farquhar 1990, RC8–RC10) Of these three elements, positive brand evaluation may be considered the most important, and it is based on a quality product that delivers superior performance. The first element in building a strong brand is a positive brand evaluation. Quality is the cornerstone of a strong brand. A firm must have a quality product that delivers superior performance to the consumer in order to achieve a positive evaluation of the brand in the consumer’s memory.Three types of evaluations can be stored in a consumer’s memory: 1) affective responses, 2) cognitive evaluations and 3) behavioural intentions. Affective responses involve emotions or feelings toward the brand (., the brand makes me feel good about myself, the brand is a familiar friend or the brand symbolises status, affiliation or uniqueness). Cognitive evaluations are inferences made from beliefs about the brand (., the brand lowers the risk of something bad). Behavioural intentions are developed from habits or heuristic interest to