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1、本科毕业设计（论文）外文翻译原文：UnderstandingbrandequityforsuccessfulbrandextensionBrandsandbrandextensionsSuccessfulbrandsarethemostimportantassetsofacompany.Specifically,thoseassetsrepresenttheknowledgecreatedinthemindsofconsumersasaresultofallofthemarketingprogramsexecutedforthosebrands.Inonesenseitcanbevie
2、wedastheresultofthetotalresourceinvestmentinmarketingthebrand.Allthemarketingactivitiesincludingproductdevelopment,marketresearch,advertising,promotion,distribution,sampling,andothersacttocreateabrandimageinitstargetaudience.Firmsmaychoosefromamongthreemainbrandingstrategieswhichlinkproductstoth
3、ecompany(Kotler,1991).Onestrategyemploysindividualbrandnamesfordifferentproductswithoutanexplicitconnectiontothecompanyortoeachother.Procter&GamblehasemployedthisbrandingstrategywithbrandssuchasTide,Bold,Cheerandmanyothers.Eachbrandhasitsownbrandidentityandcandevelopitsownbrandequity.Intheunlike
4、lyeventofaProcter&Gambleproductcatastrophe,eachbrandwouldberatherinsulatedfromadversepublicity.IndeedwhentoxicshocksyndromeclaimedusersofoneofProcter&Gamble’sbrands,therewasvirtuallynolinktothecompany’sunrelatedbrands.Onedifficultyisthatthecompany’sidentityissoremovedfromindividualbrandsthatacon
5、sumerlookingforProcter&GamblequalitymightwonderwhetherFab(Colgate-Palmolive)orDash(Procter&Gamble)isaProcter&Gamblebrand.Asecondstrategyinvolvesumbrellaorfamilybrandnamesinwhichthecompanynameisoneveryproduct.Black&Deckerhavechosenthisstrategy,whichhasbenefitsandrisks.Whenthecompanynameconnotesqu
6、ality,dependabilityandvalue,eachnewproductgainsimmediatepositivebrandassociations.However,anunfavorableproductissue,accidentorrecallmighttainttheentireline(Sullivan,1990).Black&Deckerexperiencedaspecialproblemwithfamilybranding.Thefirm,notedforitsqualitypowertools,developedmanybrandassociationsw
7、ithquality,masculinity,dependability,ruggedness,anduseinconstruction.Black&DeckeruseditsfamilybrandstrategyforitsnewlyacquiredGeneralElectricsmallappliancelinewhichincludedhandmixers,toasterovens,andotherkitchenappliances.Ki
