品牌延伸和拓展演讲1.pptx

品牌延伸和拓展 汇报人： 框架 品牌延伸的简介 品牌延伸的预测 实验验证 实验结论 小结 品牌延伸的简介 定义：品牌延伸是指在已经确立的品牌地位的基础上,将原有品牌运用到新的产品和服务,从而期望减少新产品进入市场的风险,以更少的营销成本获得更大的市场回报。 三因素：品牌形象、品牌契合度、创新性 评价指标:品牌价值评估和溢出效应 品牌延伸的预测及理论分析 预测：（H1）当品牌延伸契合度低，具有创新性时，品牌形象好则品牌延伸价值评估和溢出效应达到最大化.（H2）因为低契合度促使了消费者更加深入的探究理解品牌延伸信息，使得消费者相信品牌能产生相应的利益。（H3）当品牌延伸契合度高、具有创新性时，品牌形象差则品牌延伸价值评估和溢出效应达到最大化。（H4）因为，高契合度强化了消费者对形象差的品牌的一种能带来好处的信任。 理论分析 实验验证 用Lenovo 和 Acer作为好的品牌形象和不好的品牌形象测试H1-H4. 用一个2（好和差的品牌形象）*2（高和低契合度）*2（创新和传统型）见表 HaeEun Helen Chun a , C. Whan Park b, ⁎ , Andreas B. Eisingerich c , Deborah J. MacInnis b a School of Hotel Administration, Cornell University, Ithaca, NY 14853-6902, USA b Marshall School of Business, University of Southern California, Los Angeles, CA 90089-0808, USA c Imperial College Business School, Imperial College London, SW7 2AZ London, UK Received 20 November 2013; received in revised form 4 November 2014; accepted 6 December 2014 Available online 12 December 2014 Abstract Brand extensions have the potential to both enhance liking of the brand extension and induce positive spillover effects on the parent brand. Such dual outcomes enhance the brands growth potential. We propose and empirically demonstrate that three variables endemic to any brand extension decision (brand reputation, brand extension fit, brand extension benefit innovativeness) jointly impact these positive outcomes. For strong reputation brands, these dual outcomes are maximized when the brand extension is low in fit and offers innovative benefits because low fit motivates consumers to process innovative brand extension information more deeply. For weak reputation brands, these effects are maximized when the brand extension is high in fit and offers innovative benefits because high fit strengthens consumers trust in the weak brands ability to deliver promoted benefits. The results suggest two distinct brand growth strategies for strong and weak reputation brands respectively. © 2015 Society for Consumer Psychology. Published by Elsevier Inc. All