理解品牌资产为成功的品牌延伸[外文翻译]

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1、标题：Understandingbrandequityforsuccessfulbrandextension原文：BrandextensioncouldcreatesynergySuccessfulexamplessuchasDietPepsiandDietCokebenefitedfromthebrandfranchiseoftheirparentproducts.Arguably,furtheradvertisingtheextensionmightevencreatesynergybetweenitanditsparentbrand.Infact,afterinitiallyresis

2、tingbrandextension,Coca-Colaintroducedsixextensionsandcapturedalargermarketsharethantheoriginalbrand.Asanextremeexample,oneoftheextensions,CherryCoke,wassuccessfuldespiteanearabsenceofadvertisingsupport.Recenthistoryshowsthatmorethanhalfofthenewbrandsmarketedduringthe1980swereextensionsofexistingpr

3、oducts,marketedunderexistingbrandnames.Asaresult,thereisevenmorepressuretowardbrandextension.Whilesuccessfulproductextensioncanreapbenefits,managementshouldnotforgettheriskofextensionfailure.PotentialproblemsHistoryshowsthepotentialofbrandextensionproblemswhichrangefromoutrightfailuretopartialfailu

4、ressuchasbrandcannibalism.Insteadofsuccess,thefailedextensionmighttarnishtheimageandreducethemarketshareoftheparentproduct.ExtensionssuchastheCadillacCimarronserveasexamplesofthepriceofamistake.WhiletheCimarronwasnotactuallyafailureitdidcastashadowonthecoreproduct.Themodelwaspopularinamarketsegment

5、whichcouldnotaffordluxurysizedCadillacs.Ownersofluxurysizedmodelslosttheirsenseofthecar′sexclusivity.ConsumersseemedtothinkthatifanyonewhocouldaffordaChevroletcouldaffordaCadillac,afullsizedCadillacseemedtobeworthless.ThelessontaughtbytheCimarronexampleisthatitisimportanttoknowwhatconsumersthinkoft

6、hecoreproductandwhattheywillthinkoftheextension.Otherfailedextensionswarnofpotentialproblemsanddissipationofcorporatefamilyfortunes.Still,thelureofbrandextensionbenefitscontinuestoattractattention.Managersseemtobeawareofthedangersandbenefitsofextendingtheirbrandfranchise.Yetthenumberoffailedextensi

7、onsinthepastfewyearsindicatesthatsomerefinementinourknowledgeofthebrandextensionprocessisneeded.Thisarticleattemptstosynthesizeconceptsfromboththebrandextensionandbrandequityliteraturetoyieldmanagerialinsig