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 essful brand extension
Brands and brand extensions
essful brands are the most important assets of pany. 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 pany (Kotler, 1991). One strategy employs individual brand names for different products without an explicit connection to pany 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 pany’s unrelated brands. One difficulty is that pany’s identity is so removed from individual brands that a consumer looking for Procter & Gam