了解成功的品牌延伸品牌资产【外文翻译】.doc

本科毕业设计（论文） 外 文 翻 译 原文： Understanding brand equity for successful brand extension Brands and brand extensions Successful brands are the most important assets of a company. Specifically, those assets represent the knowledge created in the minds of consumers as a result of all of the marketing programs executed for those brands. In one sense it can be viewed as the result of the total resource investment in marketing the brand. All the marketing activities including product development, market research, advertising, promotion, distribution, sampling, and others act to create a brand image in its target audience. Firms may choose from among three main branding strategies which link products to the company (Kotler, 1991). One strategy employs individual brand names for different products without an explicit connection to the company or to each other. Procter Gamble has employed this branding strategy with brands such as Tide, Bold, Cheer and many others. Each brand has its own brand identity and can develop its own brand equity. In the unlikely event of a Procter Gamble product catastrophe, each brand would be rather insulated from adverse publicity. Indeed when toxic shock syndrome claimed users of one of Procter Gamble’s brands, there was virtually no link to the company’s unrelated brands. One difficulty is that the company’s identity is so removed from individual brands that a consumer looking for Procter Gamble quality might wonder whether Fab (Colgate-Palmolive) or Dash (Procter Gamble) is a Procter Gamble brand. A second strategy involves umbrella or family brand names in which the company name is on every product. Black Decker have chosen this strategy, which has benefits and risks. When the company name connotes quality, dependability and value, each new product gains immediate positive brand associations. However, an unfavorable product issue, accident or recall might taint the entire line (Sullivan, 1990). Black Decker experienced a spe