14 品牌管理12概述.pptVIP

12.* Evaluating Brand Extension Opportunities Design marketing programs to launch extension Building brand equity for a brand extension requires choosing brand elements, designing the optimal marketing program to launch the extension, and leveraging secondary associations. Evaluate extension success and effects on parent brand equity 12.* When are brand extensions appropriate? If they see some basis of “fit” or similarity between the proposed extension and parent brand The major mistake in evaluating extension opportunities is failing to take all of consumers’ brand knowledge structures into account. Often, marketers mistakenly focus on only one brand association and ignore other potentially important brand associations in the process. 12.* Evaluating Brand Extension Opportunities Define actual and desired consumer knowledge about the brand Identify possible extension candidates Evaluate the potential of the extension candidate Design marketing programs to launch extension Evaluate extension success and effects on parent brand equity 75 75 75 75 76 76 77 77 79 80 12.* CHAPTER 12: INTRODUCING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS Kevin Lane Keller Tuck School of Business Dartmouth College 12.* Leverage the Brand Firms are seeking to build “power” or “mega” brands that establish a broad market footprint, appealing to multiple customer segments with multiple products all underneath the brand umbrella. 12.* 品牌延伸一定遵循“T”战略 品牌延伸产品线延伸或市场延伸 “一”横：不改变用户，只改变产品，横向延伸：这客户买了我的产品，我看看他们还需要什么？比如：家电 纵向延伸：把同一类形产品卖到不同的消费者：比如，我中档产品（品牌）进去，然后开发高档或低档产品（品牌）。产品的基本生产工艺不变，用户变。比如：汽车。 成本低、成功率达的延伸特点：一个客户不陌生；一个生产技术、原材料不陌生，只不过提高档次或降低档次很熟悉。 品牌延伸前提条件：在特定的范围内延伸。 12.* Brand Extensions When a firm uses an established brand name to introduce a new product Brand extension classification Line extension Using a sub-brand to target a new market segment within the same product category Category extension Using the parent brand in a different product category 12.* 品牌延伸 如果公司利用一个已建立的品牌推出新产品就叫品牌延伸。 品牌延伸