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,furtheradvertisingtheextensionmightevencreatesynergybetweenitanditsparentbran

2、d.Infact,afterinitiallyresistingbrandextension,Coca-Colaintroducedsixextensionsandcapturedalargermarketsharethantheoriginalbrand.Asanextremeexample,oneoftheextensions,CherryCoke,wassuccessfuldespiteanearabsenceofadvertisingsupport.Recenthistoryshowsthatmorethanhalfofthen

3、ewbrandsmarketedduringthe1980swereextensionsofexistingproducts,marketedunderexistingbrandnames.Asaresult,thereisevenmorepressuretowardbrandextension.Whilesuccessfulproductextensioncanreapbenefits,managementshouldnotforgettheriskofextensionfailure.PotentialproblemsHistory

4、showsthepotentialofbrandextensionproblemswhichrangefromoutrightfailuretopartialfailuressuchasbrandcannibalism.Insteadofsuccess,thefailedextensionmighttarnishtheimageandreducethemarketshareoftheparentproduct.ExtensionssuchastheCadillacCimarronserveasexamplesofthepriceofam

5、istake.WhiletheCimarronwasnotactuallyafailureitdidcastashadowonthecoreproduct.ThemodelwaspopularinamarketsegmentwhichcouldnotaffordluxurysizedCadillacs.Ownersofluxurysizedmodelslosttheirsenseofthecar′sexclusivity.ConsumersseemedtothinkthatifanyonewhocouldaffordaChevrolet

6、couldaffordaCadillac,afullsizedCadillacseemedtobeworthless.ThelessontaughtbytheCimarronexampleisthatitisimportanttoknowwhatconsumersthinkofthecoreproductandwhattheywillthinkoftheextension.Otherfailedextensionswarnofpotentialproblemsanddissipationofcorporatefamilyfortunes

7、.Still,thelureofbrandextensionbenefitscontinuestoattractattention.Managersseemtobeawareofthedangersandbenefitsofextendingtheirbrandfranchise.Yetthenumberoffailedextensionsinthepastfewyearsindicatesthatsomerefinementinourknowledgeofthebrandextensionprocessisneeded.Thisart

8、icleattemptstosynthesizeconceptsfromboththebrandextensionandbrandequityliteraturetoyieldmanagerialinsig