品牌建设策略外文翻译

品牌建设策略外文翻译内容摘要：

s a marketing strategy in which a firm marketing a product with a welldeveloped image uses the same brand name in a different product category. The new product is called a spinoff. Organizations use this strategy to increase and leverage brand equity (definition: the worth and longterm sustainability just from the renowned name). An example of a brand extension is Jellogelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category. A brand39。 s extendibility depends on how strong consumer39。 s associations are to the brand39。 s values and goals. In the 1990s, 81% of new products used brand extension to introduce new brands and to create sales Launching a new product, is not only time consuming but also needs a big budget to create awareness and to promote a product39。 s extension is one of the new product development strategies which can reduce financial risk by using the parent brand name to enhance consumers39。 perception due to the core brand 5 equity. While there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity. Most of the literature focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. In spite of the positive impact of brand extension, negative association and wrong munication strategy do harm to the parent brand even brand family. Product extensions are versions of the same parent product that serve a segment of the target market and increase the variety of an offering. An example of a product extension is Coke vs. Diet Coke in same product category of soft drinks. This tactic is undertaken due to the brand loyalty and brand awareness they enjoy consumers 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 se。