品牌延伸分類

本文格式為Word版，下載可任意編輯——品牌延伸分類

品牌延伸分類

TheclassificationofBrandextensions

依照不同的標(biāo)準(zhǔn),可以把品牌延伸劃分成線延伸和大類延伸,以及垂直延伸和水平延伸.其中,把品牌延伸劃分成線延伸和大類延伸,是一種比較成熟的分類方法,也得到了國(guó)外學(xué)者的廣泛贊同。

Inthelightofdifferentstandards,thebrandextendscouldbedividedintolineextensionsandcategoriesextensions,aswellastheverticalextensionsandhorizontalextensions.Amongthem,dividingthebrandextensionintolineextensionsandcategoriesextensions,isamorematureclassificationmethodandgettheapprovalofforeignscholarswidelyatthesametime.

線延伸和大類延伸：具體來(lái)說(shuō)，線延伸是指母品牌在原產(chǎn)品領(lǐng)域里，為新的細(xì)分市場(chǎng)開(kāi)發(fā)新產(chǎn)品。

Linearextensionsandcategoriesextensions:specificallyspeaking--linearextensionsreferstothemotherbranddevelopingnewproductsfornewsegmentsofthemarketintheoriginalfield.

由于線延伸是同一類別的延伸，因而線延伸的新產(chǎn)品與原產(chǎn)品往往只在口味、包裝規(guī)格、成分等方面存在微小區(qū)別。

Becausethelineextensionistheextensionofsamecategory,sotherealwaysexistingtinydifferencesintaste,packingspecifications,ingredientsbetweenthenewproductsandtheoriginaloflineextensions.

而大類延伸指母品牌開(kāi)發(fā)的新產(chǎn)品超出原有領(lǐng)域，延伸至另一產(chǎn)品類別。When,categoriesextensionsrefertothenewproductsofmotherbrands’developedhavealreadyexceededtheoriginalfield,extendingtoanotherproductcategory.

作為延伸的兩種類別，線延伸和大類延伸具有延伸的基本特征。

Asthetwocategoriesoftheextension,lineextensionandcategoryextensionhavethebasiccharacteristicsoftheextension.

總的來(lái)說(shuō)，假使一個(gè)品牌適合于大類延伸的話，尋常它也適合于線延伸。Ingeneral,ifabrandsuitableforcategoryextension,usuallyitisalsosuitableforlineextension.

兩者的區(qū)別在于，線延伸是在同一產(chǎn)品類別里的延伸，因而延伸產(chǎn)品和原產(chǎn)品的聯(lián)系尋常更為緊湊，這使得線延伸的優(yōu)點(diǎn)和缺點(diǎn)都更加突出，表現(xiàn)出轉(zhuǎn)移性強(qiáng)、反饋性強(qiáng)和蠶食性強(qiáng)的特征。

Thedifferencebetweenthemisthat--lineextensionistheoutspreadinthesameproductcategories,sotheconnectionsoftheextensionproductsandtheoriginalareusuallymoreclosely,thismakeslineextension’sadvantagesanddisadvantagesmoreoutstanding,showthecharacteristicsoftransferstrongly,

powerfulreciprocityandstrongcannibalization.

更具體地說(shuō)，兩者的區(qū)別表現(xiàn)在，對(duì)線延伸而言，原產(chǎn)品的品牌效應(yīng)更簡(jiǎn)單轉(zhuǎn)移到延伸產(chǎn)品上，延伸產(chǎn)品經(jīng)營(yíng)的好壞也更簡(jiǎn)單反饋到原產(chǎn)品上；

Morespecifically,thedifferenceoftheminperformance,tothelineextension,theoriginalbrandeffectaremoreeasilytransferabletoextensionproducts,themanagement’sstandorfallofextensionproductsisalsoeasiertofeedbacktotheoriginal;

同時(shí)由于延伸產(chǎn)品與原產(chǎn)品往往只在口味、包裝規(guī)格和成分等方面存在微小區(qū)別，延伸產(chǎn)品對(duì)原產(chǎn)品的銷(xiāo)售明顯有著蠶食作用。

Andbecausetheextensionproductsandtheoriginaloftenexiststinydifferenceonlyintaste,packingspecificationsandcomponents,extensionproductshaveobviouscannibalizationtotheoriginalproducts’marketing.

因而線延伸帶來(lái)的銷(xiāo)售增長(zhǎng)與線延伸導(dǎo)致其他產(chǎn)品的銷(xiāo)售損失孰大孰小，成為線延伸研究者最為關(guān)注的問(wèn)題之一。

Astheresult,salesgrowththelineextensionbringandotherproducts’saleslossthelineextensionleadtoorbigorsmall,becomeoneofthemostconcernedproblemsofthelineextensionresearchers.

垂直延伸和水平延伸：依照延伸品牌質(zhì)量定位發(fā)生變化與否，品牌延伸可以分為垂直延伸和水平延伸兩大類。垂直延伸（verticalextensions,verticalproductlineextent）指品牌在同一組產(chǎn)品領(lǐng)域里，向高端市場(chǎng)、低端市場(chǎng)或雙向延伸；水品延伸（horizontalextensions）指產(chǎn)品質(zhì)量定位不發(fā)生明顯變化，而是向其他領(lǐng)域延伸或是在同一產(chǎn)品類別里進(jìn)行產(chǎn)品包裝、口味等方面的變化。垂直延伸和水平延伸也可以稱為品牌縱向延伸和品牌橫向延伸，這是兩組完全可以替換的概念，即垂直延伸也可以稱為品牌縱向延伸，水平延伸也可以稱為品牌橫向延伸。

Verticalextensionandhorizontalextension：accordingtothechangeoftheextensionofthepositioningofbrandquality,brandextensioncanbedividedintotwocategories：verticalextensionandhorizontalextension.Theverticalextensionreferstothebrandinthesamegroupofproductsinthefield,tothehigh-endmarket,thelow-endmarketortwo-wayextension;thehorizontalextensionsrefertotheproductqualityorientationdoesnotchangegreatly,butextendedtootherareasinthesameproductcategory,includingproductpackaging,tastechangesandsoon.Theverticalextensionandhorizontalextensioncanbecalledthebrandlongitudinalextensionandthehorizontalbrandextensions,whicharetheconceptsoftwogroupsthatcanbeabsolutelyreplacedeachother,theverticalextensioncanalsobecalledthebrand

longitudinalextensionandhorizontalextensioncanalsobecalledhorizontalbrandextension.

而垂直延伸，水平延伸和另一組概念線延伸，大類延伸則有聯(lián)系又存在著區(qū)別

Theverticalextensionofthehorizontalextensionandanothersetofconceptslineextension,thelargestcategoryofextensioncontactandthereisadistinction

垂直延伸是指在品牌的同一產(chǎn)品領(lǐng)域里的延伸，因而從本質(zhì)上看，垂直延伸屬于是線延伸的一種；水平延伸既可能涉及到向其他產(chǎn)品領(lǐng)域延伸，也可能在同一類別里延伸，所以水平延伸既可能是線延伸，也可能屬于大類延伸

Theverticalextensionmeansanextensionofthebrandsofthesameproductareas,thusinessence,theverticalextensionbelongstoalineextension;bothmayinvolveextendinghorizontallyextendedtootherproductareas,mayalsobeextendedinthesamecategory,horizontalextensioncanbeeitherlineextensionsmayalsobelongtothemajorcategoriesofextension這兩組概念的區(qū)別在于，垂直延伸和水平延伸的分類強(qiáng)調(diào)產(chǎn)品質(zhì)量定位和形象定位的變化，而線延伸和大類延伸則強(qiáng)調(diào)延伸是否涉及到產(chǎn)品類別的變化

Thedifferencebetweenthesetwosetsofconceptsistheverticalextensionandhorizontalextensionoftheclassificationofemphasisonproductqualitypositioningandimagepositioningchanges,lineextensionsandmajor

categoriesofextensionstressedthattheextensionrelatedtochangesintheproductcategory

兩種分類方法分別強(qiáng)調(diào)各自研究的重點(diǎn)

Twoclassificationmethodsemphasizethefocusoftheirresearch

前者為了研究在延伸時(shí)品牌形象定位發(fā)生的變化，給母品牌帶來(lái)的影響，如高端品牌在引入低端產(chǎn)品時(shí)，如何既能利用母品牌推廣其延伸產(chǎn)品，又能避免損害原有母品牌的良好形象；后者則主要為了研究品牌延伸跨度較大時(shí)，如何讓消費(fèi)者接受的問(wèn)題

Theformerinordertostudychangesintheextendedbrandpositioning,theimpacttotheparentbrand,suchashigh-endbrandintheintroducti