keller 战略品牌管理 12 中山大学吴柏林教授 广告心理学(清华大学出版社2010)绝密资料.ppt

Advantages of Extensions Extensions can potentially provide the following benefits to facilitate new product acceptance: Reduce risk perceived by customers distributors Decrease cost of gaining distribution trial Increase efficiency of promotional expenditures Avoid cost (and risk) of developing new names Allow for packaging and labeling efficiencies Permit consumer variety seeking Advantages of Extensions Besides facilitating new product acceptance, extensions can also provide “feedback” benefits to the parent brand and the company as a whole Enhance the parent brand image Improve strength, favorability, and uniqueness of brand associations Improve perceptions of company credibility Convey broader brand meaning to consumers Clarify core benefit proposition and business definition of the company Bring new customers into the franchise and increase market coverage Disadvantages of Extensions Extensions have risks, too. Certainly, they can fail. Moreover, extensions can potentially result in the following costs: Cannibalize sales of the parent brand Hurt the image of the parent brand If the extension fails Even if the extension is successful Forego the chance to develop a new brand name or market the parent brand differently (opportunity cost) Brand Extensions Assumptions In introducing a brand extension, it is typically assumed that: Consumers have some awareness of and positive associations about the brand in memory Some of these positive associations are evoked by the brand extension Negative associations are not transferred from the parent brand Negative associations are not created by the brand extension Extension Failures Campbells tomato sauce LifeSavers chewing gum Cracker Jack cereal Harley Davidson wine coolers Hidden Valley Ranch frozen entrees Bic perfumes Ben-Gay aspirin Kleenex diapers Levis Tailored Classics suits Nautilus athletic shoes Dominos fruit-flavored bubble gum Smucker’s ketchup Fruit of the Loom laundry detergent When are Brand Extensions