品牌延伸命名策略：对品牌性状的探索性研究-外文翻译

毕业论文外文翻译一、外文原文标题：Perceived Variability and Inferences about Brand Extensions原文：Recent research on consumer reactions to brand extensions has focused on the judgmental effects of the match between the attributes, benefits, and uses of established versus new products sharing the same brand name. The present experiment extends this research by investigating the effects of two types of perceived variability on consumers'inferences about brand extensions: (a) the perceived variability of a firm's current offerings, and (b) the perceived variability of brands in an entry category. Inferences about the potential quality of the brand extension, and about the manufacturer's reasons for attempting to enter the new product category were measured. Repercussions of these inferences on judgments of the firm launching the brand extension were also examined. Implications of the results for product management are discussed.A great deal of recent research has focused on the concept of brand equity, which refers to the value added to a product by a brand name (Farquhar 1989; Leuthesser 1988). A successful brand name is strongly associated with concepts designed to (a) enhance the perceived value of a product, and (b) differentiate a product from competitors' offerings. However, building a successful brand name requires the commitment of a large pool of resources for an extended period of time (Park, Jaworski, and Maclnnes 1986).Because organizations have limited resources, risks and costs must be managed in an efficient manner. One way to manage risks and costs is through brand leverage, which refers to the use of s. successful, established brand name to facilitate entering new markets. This can be achieved by attaching the established brand name to a new offering in either the same (a line extension) or a new (a brand extension) product category. Extending a strong brand name should result in easier and wider acceptance, on the part of both consumers and distributors.Recent research on consumer acceptance of brand extensions has focused primarily on the effects of the categorization process on judgment and choice (for reviews of the categorization literature, see Alba and Hutchinson 1987; Cohen and Basu 1987; Sujan and Bettman 1989). Several studies have shown that judgments of original brands are generalized to judgments of new branas only when there is a good match between the attributes, benefits, and uses of parent and new brands (Aaker and Keller 1990; Farquhar, Herr, and Fazio 1990; Leuthesser 1988; Tauber 1988). Hence, new products should benefit from established brand names if (a) concepts having favorable implications for the purchase decision are strongly linked to the brand name, and (b) generalization is likely due to a high degree of overlap between the attributes, benefits, and uses of parent and new brands.Although the degree of similarity between new and parent brands is clearly an important mediator of consumer response to extensions, other factors are likely to be important as well. We suggest that some parent brands provide greater leverage than others, and that some new product entry categories are more receptive to extensions, even when one controls for similarity. Specifically, we focus on two new variables that should influence consumer response to extensions: the perceived variability of a parent brand's current offerings, and the perceived variability of existing brands in an entry category.Perceived Variability and the Generalization ProcessWhy do people make sweeping generalizations on the basis of limited evidence, in some cases, whereas in others, they fail to generalize even when extensive evidence is available? In addressing this issue, it becomes immediately apparent that other factors besides perceived similarity are also likely to infiuence the generalization process. Theories of categorization must address not only the abstraction and use of distributional knowledge such as knowledge about the central tendency of category members on a given dimension (e.g., attributes, benefits, uses), but also knowledge about the perceived variability or dispersion of category members on focal dimensions (Flannagan, Fried, and Holyoak 1986; Fried and Holyoak 1984).For example, social judgment research has shown that generalization is greaterwhen perceived variability on a target dimension is low, as opposed to high (Linville, Fischer, and Salovey 1989; Nisbett, Krantz, Jepson, and Kunda 1983; Park and Hastie 1987; Quattrone and Jones 1980). That is, when perceived variability is low, the observed characteristics of one individual is attributed to all members of the individual's social category ("you've seen one, you've seen them all"). Because perceptions of variability are lower for unfamiliar categories (e.g., out-groups), and for abstractionbased (as opposed to instance-based) categories, greater generalization occurs for unfamiliar and for abstraction-based categories.Perceived Variability of a Parent Brand's Current OfferingsSome firms attach a single brand name to a wide variety of products in several different categories. Other firms use one brand name for one current offering. Henceforth, tJiese end-points of the breadth continuum will be referred to as umbrella vs. niche brands, respectively. Because there are advantages and disadvantages associated with each of these ilternatives, strategy selection calls for an analysis of costs and benefits.One advantage of the umbrella strategy is that the miuufacturer is likely to be perceived as having a wide variety of strengths and skills in several different product categories. Such a firm may be perceived to have the requisite knowledge and skills for entering new markets, and, consequently, brand extensions should seem legitimate.A firm adopting a nichi strategy, on the other hand, may be perceived to possess highly specialized knowledge and skills tliat cannot be transferred readily to new markets.Of course, an umbrella firm runs the risk of being perceived as a "jack-of-all-trades" (master of none); further extensions into new markets support and strengtlien this perception. Moreover, images and values associated with a brand name become more iinbiguous and more diffuse as extending increases (Ries and Trout 1981). In contrast, a niche firm can more readily build a strong brand name by linking it to unambiguous concepts that clearly differentiate the offering.Perceii-ed Variability of Existing Brands in the Entry CategcrySome product categories may be more receptive to new brands than others.When perceived variability of an entry category is low, category members should be perceived as undiffc;rentiated; new brands entering this category should be perceived as legitimate (e.g., if everyone else is doing it, you can, too), but not really new or exciting. Conversely, when perceived variability is high, ihere is "room" for extensions, but generalization is difficult and consumers may be unable to make predictions about the quality of new brands.Research Propositions and the Experimental DesignInferences about brand extensions should be affected by these two types of perceived variability: (a) the perceived variability of a firm's current offerings (i.e., umbrella vs. niche brands), and (b) the peiceived variability of extant brands in an entry category. Perceptions of variability may be formed for several different dimensions of an existing categoiy. We focused on one key dimension: perceived quality. Quality judgments of parent brands should generalize more readily to brand extensions when perceived variability is low in entry categories.To investigate the role of perceivedvariability in consumer inference, an experiment was conducted in which brand name and new product concept information was manipulated. Subjects received either an umbrella brand name, a niche brand name, or no brand name, paired with concepts for six different packaged goods (i.e., the entry categories). On the basis of idiothetic ratings (Jaccard and Wood 1986), the entry categories were split into high and low perceived variability groups. Hence, a 3 (umbrella, niche, or no brand name [betwecn-subjects]) X 2 (high or low perceived variability in the entry category [within-subjects]) factorial design was employed. This design has several advantages over previous correlational research on brand extensions: (a) subjects were randomly assigned to brand name conditions, (b) reactions to all possible combinations cf brsmd name and concept infonnation were examined, and (c) the no brand name control condition enables one to measure inferences about a new product concept while controlling for prior knowledge about a brand.DISCUSSIONTogether,the quality inference,causal inference,an dconditional inference datasuggests that brand extension can tarnish global evaluations of a parent brand. Even when favorably-evaluated parent brand name are paired with favorably-evaluated brand ixtensions, a less favorable overale impression of the parent brand can result. Furthermore,tliis negative reaction seems more pronounced for umbrell a brand. Thus, an umbrell a brand does not automatically provide more leverage than a niche brand. When a parent brand name is stretched too far, additional extensions can have negative repercussions on judgments about the parent brand.The result also imply that the perceived variability of brands in an entry category is an important moderator of consumers initial inferences about I new offering.When perceived variability is high,jeneralization is difficult and consumer tend to form conservative, moderate judgements. In contrat, when the perceived variability of existing products in an entry category is low,there appears to be iome opportunity for brand leverage.Why is the brand extension strategy so difficult to manage? To address this comp lex issue,we should consider the multiple inferential implications of brand name infor mation.When the brand name is unknown,consumers are unable to determine if a give n new product extends an existing product line or if the new product is the firm's only offering. In contrast,when the brand name is known. Less extreme unique skills and m ore extreme copy cat attributions tend to be formed. If a new product is not perceived to be a natural sequel to prior offerings,it may be perceived to be an inferior brand(bec ause the manufacturer may lack the experience needed to develop a superior brand),or it may be perceived to be the result of a quickly implemented tactic designed to explo it a recently emerging opportunity (if it does not capitalize on unique strengths,why el se would it be launched?). The former case suggests that line extension may be effecti ve,and the latter case suggests that both line and product extensions are likely to be in effective..Future research should attempt to replicate the findings form this project using a more generalizable set of umbrella that and niche brands (we employed only two bran ds ). Although we attempted to select entry categories that were equally applicable to both parent brand,more rigorous controls for similarity or fit between parent and extended brands are needed. Future research should also examine consumer response to lin e and brand extensions using different parent brand names and different entry categori es. Finally,future research on brand equity should (a) include a no brand name control condition to establish the general appeal of a new product concept while controlling f or prior knowledge about the parent brand,and (b) employ pre-and post-launch measur e to assess the ramifications of extending for judgments of the original,parent brand.Source: Kardes, Frank R.; Allen, Chris T.. Advances in Consumer Research, 1991, V ol. 18 Issue 1, p392-398, 7p, 4 Charts二、翻译文章标题：知觉变异和有关品牌延伸推论译文:消费者对品牌延伸反应的最新研究，表明消费者已经对使用同品牌名称的新产品的判断产生了影响，这就就好比一场在属性，收益，用途等方面的竞争。

品牌战略研究外文翻译文献品牌战略是企业在市场竞争中取得竞争优势的关键因素之一。

品牌战略的制定和执行对企业的长期发展具有重要意义。

本文将介绍一篇关于品牌战略研究的外文翻译文献，该文献探讨了品牌战略的关键要素和实施策略，以及如何利用品牌战略来提高企业的竞争力。

该文献的标题是“Building a Strong Brand: A Comprehensive Review and Integration of the Literature”。

文章首先介绍了品牌战略的定义和重要性。

品牌战略是指企业为了在市场上建立和维护品牌形象而采取的一系列战略活动。

通过建立强大的品牌，企业可以获得消费者的忠诚度和信任，提高产品或服务的销售额，从而在市场竞争中取得优势。

接下来，文献综述了品牌战略研究领域的相关文献，并对这些文献进行了分类和整合。

根据文献综述的结果，品牌战略的关键要素可以分为两个方面：内部要素和外部要素。

内部要素包括企业的核心竞争力、品牌定位和品牌资产。

核心竞争力是企业在特定领域内具有的独特能力，可以帮助企业在市场上获得竞争优势。

品牌定位是企业在消费者心中所占据的位置，包括品牌的形象、声誉和关联价值。

品牌资产是指企业所拥有的品牌价值和品牌资产，包括品牌知名度、品牌忠诚度和品牌关联度。

外部要素包括市场环境、竞争对手和消费者需求。

市场环境是指企业所处的市场环境和行业趋势，包括市场规模、市场增长率和市场分布。

竞争对手是指企业所面临的竞争对手和竞争态势，包括竞争对手的品牌实力、市场份额和市场策略。

消费者需求是指消费者对产品或服务的需求和偏好，包括消费者的购买行为、购买动机和购买决策。

在品牌战略的实施过程中，企业需要考虑这些关键要素，并制定相应的策略。

例如，企业可以通过提升核心竞争力来增强品牌的竞争力，通过精确定位来塑造品牌形象，通过品牌推广和宣传来提高品牌知名度，通过创新和研发来提高产品或服务的品质，以满足消费者的需求。

品牌延伸（Brand Exten—sions），是指将一个现有的品牌名称使用到一个新类别的产品上。

而品牌延伸策略是把现有成功的品牌，用于新产品或修正过的产品上的一种新策略。

品牌延伸并非只简单借用表面上已经存在的品牌名称，而是对整个品牌资产的策略性使用。

本田企业利用“本田”之名推出了许多不同类型的产品，如汽车、摩托车、铲雪车、割草机、轮机和雪车等；三菱从重工业一直延伸到汽车、银行、电子乃至食品业。

此外，品牌延伸策略还包括产品线的延伸（Line Extension），即把现有的品牌名称使用到相同类别的新产品上，推陈出新，从而推出新口味、新色彩、新配方、新包装的产品。

如“乐百氏”相继推出“乐百氏”AD钙奶、“乐百氏”健康快车等。

一、品牌延伸的策略1、在产业上延伸。

从产业相关性分析，可向上、向下或同时向上向下延伸。

比如钢铁冶炼业向矿业方向延伸是向上（前向）延伸，向汽车延伸才是向下（后向）延伸，若同时向采矿业、汽车业等方向延伸则属于双向延伸，即向上又向下（前向后向）延伸。

采取这种延伸方式，为材料来源、产品销路提供了很好的延伸方式。

另一种是像由鲜奶向豆奶、果奶、酸奶的延伸，是产业平行延伸。

平行延伸一般适应于具有相同（或相近）的目标市场和销售渠道，相同的储运方式，相近的形象特征的产品领域。

这样一方面有利于新产品的行销，另一方面利于品牌形象的巩固。

2、在产品质量档次上延伸。

包括以下三种延伸方法：1）向上延伸，即在产品线上增加高档次产品生产线，使商品进人高档市场。

日本企业在汽车、摩托车、电视机、收音机和复印机行业都采用了这一方式。

20 世纪60年代率先打入美国摩托机车市场的本田公司，将其产品系列从低于125CC延伸到1000CC的摩托车，雅马哈紧跟本田，陆续推出了125CC、600CC、700CC的摩托车，还推出一种三缸四冲程轴驱动摩托车，从而在大型旅行摩托车市场上展开了有力的竞争。

2）向下延伸，即在产品线中增加较低档次的产品。

品牌延伸策略研究在竞争激烈的市场环境下，品牌延伸策略成为了企业发展的重要方向之一。

通过延伸品牌，企业可以扩大市场份额，提升品牌影响力，实现收益最大化。

本文将针对品牌延伸策略进行深入研究，并探讨其在实践中的有效性和风险。

1. 品牌延伸策略的定义和意义品牌延伸策略是指企业在已有的品牌基础上，通过推出与原有产品或服务相关的新产品或服务，以达到扩大市场份额和提升品牌价值的目的。

相对于全新品牌的开发，品牌延伸策略更加省时省力，且能够充分利用已有品牌的知名度和信誉，降低市场推广成本。

品牌延伸策略的意义在于帮助企业实现多元化、系列化经营，满足消费者多样化的需求，提高品牌的辨识度和忠诚度。

此外，品牌延伸还可以加强企业在市场中的竞争地位，抑制竞争对手的发展，并为企业创造更多的商机。

2. 品牌延伸策略的类型品牌延伸策略可以分为以下几种类型：2.1. 产品延伸产品延伸是指企业通过推出在品类或功能上与现有产品相关的新产品。

例如，可口可乐公司推出的不同口味的饮料、可可粉等产品都属于产品延伸策略。

产品延伸能够满足消费者对多样化产品的需求，提升品牌的市场占有率。

2.2. 品牌延伸品牌延伸是指企业将原有品牌延伸到不同的品类或市场。

例如，耐克公司通过将原有的运动鞋品牌延伸到运动服装、运动设备等领域，实现了品牌的多元化经营。

品牌延伸可以帮助企业利用现有品牌的知名度和品牌信誉，降低新品推广的风险。

2.3. 地理延伸地理延伸是指企业将品牌延伸到不同的地理区域。

例如，麦当劳在全球范围内建立了连锁店，通过在不同的国家和地区推广品牌，实现了全球化经营。

地理延伸可以帮助企业进一步扩大市场份额，增加品牌的知名度和影响力。

3. 品牌延伸策略的有效性品牌延伸策略在实践中被广泛应用，并取得了一定的成功。

其有效性主要体现在以下几个方面：3.1. 节约成本相对于全新品牌的开发，品牌延伸策略能够充分利用已有品牌的知名度和信誉，降低市场推广成本。

企业无需从零开始建立品牌形象，而是在已有品牌的基础上进行延伸，为新产品或新市场打下了坚实的基础。

品牌命名策略（英文：Brand Naming Strategy，简称BNS），美国当代营销大师阿尔·里斯曾经说过，从长远观点来看，对于一个品牌来说，最重要的就是名字。

通常来说，商业品牌视觉感知固然极为重要，然而品牌命名才是创立品牌的第一步。

品牌是一个重要而复杂的体系。

名称是品牌的基础，应当足以支撑品牌。

除此之外，名称还是顾客对商品的第一次接触，往往也是决定性因素：名称必须给人以恰当的印象，以适合不同的目标人群。

名称的选择需要深思熟虑，建议由专业品牌服务商提供品牌命名服务。

品牌命名策略BNS工作流程CIBDA国际品牌战略研究机构：采用系统化的创作方法。

公司在国际范围内为每一项业务挑选富有献身精神和创造力的专家。

这些专家领受任务后独立工作。

每次展示前，创意主管对结果进行评估、筛选和补充。

多年的经验表明，这一方法使我们即使面对最复杂的挑战时也能够拿出优质的解决方案。

⒈前期调查在取名之前，应该先对目前的市场情况、未来国内市场及国际市场的发展趋势、企业的战略思路、产品的构成成份与功效以及人们使用后的感觉、竞争者的命名等等情况进行摸底，并且我们会以消费者的身份去使用这种产品，以获得切身感受，这非常有助于灵感的降临。

⒉选择合适的命名策略前期调查工作结束后，便要针对品牌的具体情况，选择适合自己的命名策略。

一般情况下，功效性的命名适合于具体的产品名；情感性的命名适合于包括多个产品的品牌名；无意义的命名适合产品众多的家族式企业名。

人名适合于传统行业，有历史感；地名适合于以产地闻名的品牌；动植物名给人以亲切感；新创名则适用于各类品牌尤其是时尚、科技品牌……当然，在未正式定名之前，也可以各种策略进行尝试。

⒊动脑会议在确定策略后召开动脑会议，火花碰撞。

在动脑会议上，任何怪异的名称都不应得到责难，应记，一次动脑会议也许得不到一个满意的结果，但可以帮助我们寻找到一些关键的词根，这些词根是命名的大致方向。

⒋名称发散由一个字联想到100个词语，由一个词语，发展出无数个新的词语，在这个阶段，是名称大爆发的阶段，发动公司所有的人，甚至向社会征集，名称越多越好。

品牌建设策略摘要：品牌建立在有形产品和无形服务的基础上。

有形是指产品的新颖包装、独特设计、以及富有象征吸引力的名称等。

而服务是在销售过程当中或售后服务中给顾客满意的感觉，让顾客体验到做真正“上帝”的幸福感。

让他们始终觉得选择买这种产品的决策是对的。

本文通过对品牌建设策略的阐释，指导企业建立自己独特的品牌。

关键词：品牌，品牌建设1品牌建设的定义是品牌管理和IMC运动的主要关切。

每一位营销者应该追求长期股权，注重每一个细节的战略。

因为一个小的消息失调会导致品牌延伸的巨大失败。

另一方面，他在消费者心中的心理过程。

干扰变数是一个有用的指标，以评估消费者对品牌延伸评估。

在整个分类理论和联想网络理论，消费者是否有能力处理成有用的知识，成为他们的信息。

他们将通过测量和比较核心的品牌，适合质量类别，以往的经验和知识，使困难的核心品牌之间的差异及延伸产品。

因此，在这篇文章中可以推断什么是消费者对品牌延伸评价的几点：1、核心品牌质量创造了一个品牌和低消费的影响评估适合的强势地位。

2、核心品牌之间的相似性和延伸，是消费者对适合知觉的主要关切。

较高的相似性是适合高的看法。

3、消费者的知识和经验影响评价之前，延伸产品踪迹。

4、更多的延伸产品创新时，可以感觉到更大的积极配合。

一个成功的品牌战略依赖于信息沟通和一致的清晰的品牌形象。

品牌延伸的负面影响将导致对母品牌及品牌系列极大的损害。

从管理和营销的角度来看，一个品牌应该保持在一个长期的一致性和连续性的品牌信息的方式和协会的运作。

由于从品牌延伸的影响，负面影响是巨大的，久治不愈。

每一个消息或品牌延伸可以稀释性的品牌。

品牌延伸或品牌延伸是一种营销策略，其中一个公司的营销与发展良好的形象的产品用于不同的产品类别中的同一品牌名称。

新产品被称为剥离。

组织使用这一战略，以增加和利用品牌权益（定义：净资产，距离著名的名称长期可持续性）。

品牌延伸的一个例子是果胶，明胶果冻布丁创造持久性有机污染物。

外文翻译原文Title: Brand extension naming strategies: An exploratory study of the impact of brand traitsMaterial Source: Marketing Letters.Jue.2007.V olume18,p61-72；Business andeconomyAuthor：Wilfried R. VanhonackerWhen a known brand extends into a product category that involves sophisticated and state-of-the-art technology, consumers face uncertainty and perceive a financial risk when considering the extension for purchase. This study explores how the brand’s perceived expertise in the extension category an d various brand traits (predictability, dependability, and faith) affect that consideration decision and how these interact with particular extension naming strategies. Exploratory results from a field study give three insights. First, a consumer’s faith in a brand appears to improve the extension consideration independent of what naming strategy is adopted. Second, brands with good predictability seem to benefit only by using a direct naming strategy in the brand extension. Third, a perceived lack of expertise appears to reduce the extension consideration even when a brand bridging strategy is adopted. A discussion of these insights and their implications is provided.Substantial research has been done on how consumers evaluate brand extensions (see, e.g., Keller, 2003; Ghose, 2003 and references therein). However, little attention has been devoted to the impact of the particular extension naming strategy adopted by brands on consumers’ evaluations. Two general strategies have been suggested in the literature (Farquhar et al., 1992). One strategy is direct naming in which the parent brand becomes the brand name carried by the extension. Another extension naming strategy adopted by brands is indirect naming in which the parent brand is associated with the extension but in a distant or veiled way. One example is brand-bridging, such as “Lycra by Dupont”, where a new brand name “Lycra” is introduced alongside the parent brand “Dupont”. The argument given for such an extension naming strategy is that the extension, on one hand, would benefit from the consumers’ familiarity with the parent brand name and on the other, the introduction of the new brand namecreates some distance from the parent brand. This paper contrasts a direct naming strategy with a brand-bridging strategy to provide insight into when a brand might benefit from, or be hurt by, using these extension naming strategies.The context of our investigation is a durable-goods brand extending into a product category that involves sophisticated and state-of-the-art technology new to that brand. This particular extension is likely to create uncertainty and perceived financial risk in the mind of the consumer. The extension literature suggests that in such a context, the consumer will focus on the parent brand and that brand’s perceived credibility in the extension category. The literature on choice under uncertainty describes brand credibility as consisting of two components: expertise and trust (Erdem and Swait, 1998, 2004). In our context, expertise would refer to the consumer’s perception of the parent brand’s skills and ability in the new product category. Trust in the parent brand will impact the consumer’s evaluation of that brand’s extension as well. In contrast to prior research in marketing where trust is viewed as essentially unidimensional (see, e.g., Morgan and Hunt, 1994; Doney and Cannon, 1997; Chaudhuri and Holbrook, 2001), we view trust as a complex concept. Following Rousseau et al. (1998). Using the component theory of trust developed by Rempel et al. (1985) and used extensively in the interpersonal relationship literature (see, e.g., Gable et al., 2004; Collins and Feeney, 2004), three distinct but coherent dimensions of trust are used to identify specific brand traits that could feature in the consumers’ extension evaluations. These traits are predictability, dependability, and faith. These three traits are different perspectives from which a consumer will make judgments about the brand’s future behavior. In essence, predictability relates to a cts, dependability relates to dispositions, and faith relates tomotivations. The three traits also form a hierarchical model in the sense that there is a developmental progression in terms of emotional investment required to establish each trait and in terms of the level of attributional abstraction each demands.The concept of trust has been extensively studied. Recognizing it as a complex phenomenon, Rousseau et al. (1998) take stock of the different perspectives that have been offered on trust in different research fields. They find that despite differences in perspectives, the fundamental elements of the trust concept are comparable across theories and research approaches. Rempel et al. (1985) abstract the critical elements out of the previous definitions of trust and argue that these elements point to three components of trust that reflect increasing levels of cognitive and emotionalabstraction. They label the three components as predictability, dependability and faith. Predictability refers to the abi lity to forecast a brand’s actions and is influenced by consistency in recurrent behavior, stability in the environment, and known constraints on the behavior of brands. Hence, the judgments of a brand’s predictability relate to the amount of past experience the consumer has with the brand and the degree to which that experience suggests consistency, stability and control over the pattern of behavior exhibited.Dependability goes beyond a direct coding of past behavior and concentrates on dispositional attributes of the brand, such as, for example, honesty and reliability. Dependability is related to predictability because predictability is a source of evidence from which dispositional attributes about a brand can be drawn. But dependability goes beyond a prediction based on the stability of recurrent behaviors. Dependability involves attributions about a particular diagnostic set of behaviors—those that involve vulnerability and conflict of interest—and as such reflect the brand’s dispositional qualities of trustworthiness.The third component of trust, faith, refers to the consumer’s confidence in the responsiveness of and caring by the brand in the face of uncertainty.1 In contrast to predictability and dependability, faith is not just grounded in past behavior. It is also influenced by, for example, the degree to which the consumer is capable of trusting a brand. And it finds a source only in the elements of predictability and dependability that reflect motives of caring and responsiveness. As such, faith captures the consumer’s confidence in the brand’s motives and provides the consumer with the comfort that the brand will put the consumer and its relationship with the consumer first.As brand extension involves the brand venturing into a new product category, as an action, it is quite different from the brand’s past behavior. In that sense, it is reasonable to assume that faith, which does not involve a direct coding of past behavior and is more indicative of trust in the brand’s future actions, will be a dominant trait. And because of its nature, faith is likely to be a dominant trait irrespective of which extension naming strategy the brand pursues.Our first hypothesis is then: H1: The more faith a consumer has in a brand, the more likely it is that the c onsumer will consider the brand’s extension in a choice setting irrespective of the extension naming strategy adopted. Dependability relates to dispositional qualities such as honesty and reliability which the consumer attributes tothe parent brand. These dispositional qualities will impact the consumer’s evaluation of the brand’s extension if a direct naming strategy is used. If brand-bridging is used, a new brand is introduced besides the parent brand. Although the parent brand endorses the new brand, we do not expect the dispositional attributes of the parent brand to be carried over to the extension.Our second hypothesis is: H2: A brand’s dependability will feature in the consumer’s judgment of the brand’s extension only if a direct naming strategy is used. In contrast to faith but consistent with dependability, we hypothesize that predictability interacts with the extension naming strategy adopted. A predictable brand is likely to benefit from a direct naming strategy but not from an indirect naming strategy. In a direct coding sense, indirect naming signals a break with the past and, hence, the predictability of the brand might no longer be considered relevant. In fact, using the indirect naming strategy might affect the consumer’s belief about the predictability of the brand itself.Our third hypothesis is: H3: Brand predictability will benefit brand extension consideration only if a direct naming strategy is used. Besides the brand’s traits, the consumer’s perception of whether or not the brand has t he ability required to be successful in the new product category is likely to affect the consumer’s likelihood to consider the extension in a choice setting. The lack of expertise is not likely to be ignored when the brand adopts an indirect naming strategy.Our fourth hypothesis is: H4: Irrespective of the extension naming strategy adopted, if the consumer perceives the brand to have expertise in the new product category, the consumer is likely to consider the extension in a choice setting.To test our hypotheses, we estimated a logistic regression. The model specification included individual-specific variables (TV watching behavior, age, gender, income, education, DVD ownership, perceived expertise in flat-panel TVs, predictability, dependability, and faith), alternative-specific variables (brand name and price), and context-specific variables (city). The context-specific variables were incorporated to control for regional heterogeneity. In order to identify which particular extension naming strategy the local brand benefited from, we included in the model specification a dummy variable that indicated which particular naming strategy corresponded to each data point. To be able to test our hypotheses, we also specified interactions between the dummy variable (capturing the extension naming strategy) and expertise and the three trust components.Empirical insights were obtained from a field study where a direct naming strategy was contrasted with an indirect naming (brand-bridging) strategy. The results show that faith and predictability as brand traits both influence extension consideration, although faith does not interact with the extension naming strategy while predictability does. The results suggest that brands with good predictability should benefit by using a direct extension naming strategy. The results also suggest that an indirect naming strategy is not likely to negate the negative effect of a lack of perceived expertise by the brand on extension consideration. Hence, in our context where consumers are likely to face uncertainty and perceive a financial risk, they appear to pay more attention to brand traits which relate to actions or the motivations underlying those actions in their extension evaluations.译文标题：品牌延伸命名策略：对品牌性状的探索性研究资料来源: Marketing Letters.Jue.2007.Volume18,p61-72；Business and Economic作者：Wilfried R.Vanhonacker当某个知名品牌延伸到产品类别时，它会涉及尖端的、最先进的科学技术，消费者在购买品牌延伸产品时，会面临一些不确定因素和财政风险。

1 The Brand extension strategy research Student s name: xxx2 随着市场竞争程度的加剧和广告费用的日益增长，新产品导入已面临着越来越大的风险。

据统计，在70年代至80年代里企业向市场推出的新产品中，真正获得成功的仅占20%，其中有30%―35%因为不被消费者接受和过高的市场初期导入费用而失败。

解决上述问题的有效途径之一就是利用品牌延伸，通过延伸将已有品牌的名称和品牌资产转移到新产品或服务，从而大大降低新产品进入市场的壁垒。

品牌延伸的实质是母品牌的品牌资产和品牌信誉向子品牌的转移，它要求母品牌要具有较高的品牌资产和品牌信誉，母品牌的核心价值要能够移植，并且要充分考虑延伸产品的行业关联性。

根据具体情况的不同，可以采用水平延伸和垂直延伸两种策略。

品牌延伸是一把双刃剑，在降低新产品进入市场的壁垒、提高新产品成活率，分散企业经营风险的同时，也会由于延伸不当引发消费者的不良联想，产生心理冲突，导致母品牌的品牌个性被稀释，产生“跷跷板效应”，使母品牌失去现有的市场优势。

因此，企业要综合考虑影响品牌延伸的各种要素，充分发挥品牌延伸的正面效应，有效规避竞争风险。

品牌品牌延伸品牌延伸战略3 [Abstract] with the Competition degree of the market becoming worse and worse and the advertising expenses increasing day by day, the new product ducting has already faced bigger and bigger risks. According to the covariance, only 20% of the new products that were put into the market in the 70's to 80's achieved success. And 30% to 35% of the failure is because the consumers did not accept the products and the products cost too much in their early market. One of the effective paths that can solve the above-mentioned problems is to make use of the brand extension. In this way, enterprises can transfer the brand name and the brand properties that have been popular to the consumers to the new product or service, lowering the barracks that the new products enter the market. The essence of the brand extension is to transfer the property and prestige of the main brand toward sub- brand. It requests that the main brand has high brand property and prestige and the core value of the female brand can be transplanted. Besides, the profession connection of extend the product also must be considered well. According to the different circumstances, the enterprises can adopt the level extension or perpendicular extension strategy. The brand extension is a blades sword. It can lower the barracks, increase new product’s living rate when the new product enters the market and scatter the business enterprises ’management risk. However, it also can cause the bad vision to the consumers because of the inaccurate extension, produce the mental conflict, cause the dilution of the character of the main brand, produce” the seesaw effect”, and make the female brand lose the advantage in the existing market. Therefore, the business enterprises should consider the various factors affecting the brand extension to develop the positive effect of the brand extension and evade the risk effectively. [Key words] The brand The brand extension The brand extension strategy4 一、品牌延伸的理论背景以及品牌延伸的前提．．．．．．．．．．1 （一）品牌延伸理论产生的背景．．．．．．．．．．．．．．．．．．．．． 2 （二）品牌延伸理论的研究历程．．．．．．．．．．．．．．．．．．．．．．2 （三）品牌延伸的前提．．．．．．．．．．．．．．．．．．．．．．．..．．．．2 二、品牌延伸策略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．4 （一）品牌水平延伸．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．4 （二）品牌垂直延伸．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．5 三、品延伸的正面效应．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．7 （一）品牌延伸正面效应的种类．．．．．．．．．．．．．．．．．．．．．．8 （二）企业应如何充分发挥品牌延伸的正面效应．．．．．．．．10 四、品牌延伸的负面效应．．．．．．．．．．．．．．．．．．．．．．．．．．．．11 （一）品牌延伸面临的风险．．．．．．．．．．．．．．．．．．． .．．．．11 （二）产生品牌延伸风险的原因．．．．．．．．．．．．．．．．．．．．．．13 （三）企业应如何规避品牌延伸的风险．．．．．．．．．．．．．．．．15 注释．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．.．．．．16 参考文献．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．18 致谢．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．19 品牌是一种名称、术语、标记、符号、图案，或者是他们的相互组合， 5 用以识别某个消费者或某群消费者的产品或服务，并使之与竞争对手的产品或服务相区别。

品牌延伸对母子品牌关系质量的影响Neale, Larry and Baazeem, Thamer and Bougoure.Monash University, Melbourne, Victoria摘要具有核心竞争知名品牌是一个公司最有价值的资产。

很多公司采取用已有知名品牌延伸的策略来获益(艾克和凯勒，1990)。

许多学术研究已检验此种成功品牌延伸的方法，并且分析消费者怎样看待品牌延伸（艾克和凯勒，1990；巴罗内，2005；巴斯，1997；博顿利和霍顿，2001；爱德曼，2003；Fedorikhin, Park and Thomson, 2008; Kwun004; Lockhart and Ford, 2005）。

一些专家认为品牌延伸策略存在风险，重要客户对母品牌的信任度可能会会降低(Martinez and Pina, 2003; C. W. Park, Milberg and Lawson, 1991)。

此外，一些研究侧重于品牌延伸中母品牌的作用(Apostolopoulou,2002; Bath, 1997; Bhat and Reddy, 2001; Yeung and Wyer Jr, 2005)。

品牌延伸可能对母品牌存在有利或不利的影响。

因此，全面了解此种影响至关重要，例如，品牌形象，品牌意识，顾客和品牌的关系。

此种研究将调查品牌延伸对顾客和母品牌之间关系的影响。

品牌延伸品牌延伸定义如下：把成功的品牌扩展到不同的产品类型中，例如，原本是肥皂产品的Ivory延伸到洗发液(Aaker and Keller, 1990)，以及本来是冲浪板的Billabong延伸到滑雪板和溜冰板。

此种策略频繁应用于快速消费品行业，例如，个人护理用品(Ambler and Styles, 1997)。

许多学术研究致力于探索成功应用品牌延伸的方法以及调查客户对于品牌延伸的反应(Aaker and Keller, 1990; Ambler and Styles, 1997;Barone, 2005; Bottomley and Holden, 2001; Fedorikhin, Park and Thomson, 2008)。