品牌延伸对母品牌的不利影响【（外文翻译）】本科毕业设计.docVIP

毕业论文（设计）外文翻译 标题： The negative impact of brand extensions on parent brand image 原文： 1. Introduction If we analyse any general definition of a product, we find that there are three levels: the first is the product itself, which includes the physical and tangible aspects of the same (design, features, packaging, etc.); the second level encompasses the added services (warrantees, finance, after sales service, etc.); and the third level includes the most intangible aspects such as the brand name, quality perceptions, reputation, etc. (de Chernatony and McDonald, 1998). Intangible aspects A