品牌延伸对母品牌的不利影响情况外文翻译毕业论文设计.docx

品牌延伸对母品牌的不利影响情况外文翻译毕业论文设计.docx

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品牌延伸对母品牌的不利影响情况外文翻译毕业论文设计

毕业论文（设计）外文翻译

标题：

Thenegativeimpactofbrandextensionsonparentbrandimage

原文：

1.Introduction

Ifweanalyseanygeneraldefinitionofaproduct,wefindthattherearethreelevels:

thefirstistheproductitself,whichincludesthephysicalandtangibleaspectsofthesame（design,features,packaging,etc.）;thesecondlevelencompassestheaddedservices（warrantees,finance,aftersalesservice,etc.）;andthethirdlevelincludesthemostintangibleaspectssuchasthebrandname,qualityperceptions,reputation,etc.（deChernatonyandMcDonald,1998）.

Intangibleaspects

Amongtheintangibleaspectsoftheproduct,thebrandisthemostimportant,giventhatthemajorityofmarketingstrategiestendtohighlightthebrand–includingallofitsaddedelementslikelogotypeorslogan–morethantheproductisbeingsold.Therefore,thebrandisoneofthemostimportantassetsthatcompanieshave,andassuch,companiestakeadvantageofitintheirbusinessstrategy.

Inrecentyears,companieshaveusedbrandextensionstrategiestolaunchnewproductsontothemarket,giventhatthisstrategydecreasestheriskoffailureoftheseproducts,becauseconsumerswillbetteracceptthenewproductslaunchedunderknownsymbols.However,thisstrategycanalsocausenegativeeffectsintheperceptionsofconsumers,whichtranslateintoadilutionofthebrandimage.

Theobjectiveofthisstudyistolookdeeplyintothenegativeeffectsthatbrandextensionstrategiesmayhaveonthebrandimage,takingintoaccountthemostrelevantvariablesconsideredintheliterature.Forthisreason,thenexttwosectionspresentareviewofthestudiesaboutbothbrandimageandbrandextensions.Thefourthsectionincludesthehypothesestobetested,andthenextsectiondescribesthemethodologyused.Theinformationissubsequentlyanalysed,andthemainconclusionsandimplicationsarepresentedinthelastsection.

2.Brandimage

Likeotherabstractconcepts,suchasbrandvalue,brandimagecanhavemultiplemeaningsandinterpretationsaccordingtothevariouspointsofviewlinkedtobusinessstudies（e.g.psychologyperspective）.OneofthedefinitionsofbrandimagethatiswidelyacceptedintheliteratureistheonecontributedbyKeller（1993）,whichdefinesthistermasthe“perceptionsaboutabrandreflectedasassociationsexistinginthememoryoftheconsumer”.Accordingtothisauthor,theassociationscanbecreatedfromdirectexperience[1]withthegoodorservice,fromtheinformationcommunicated（bythecompanyitself,byothercommercialsourcesandbyword-of-mouth）andbymakinginferencesaccordingtopre-existingassociationsaboutthecompany,theorigin,etc.

Inherentassociations

Theassociationsthatmakeupthebrandimagecanrefertobothtangibleandintangibleaspects,intrinsicorextrinsic,andcanbetheresultofbothexternalandinternalstimulitoeachindividual,dependingontheirownexperiencewiththebrandinquestion.Therefore,settingthelimitsofthekindsofassociationsinherenttoaparticularbrandisnominortask,andnumerouseffortshavebeendirectedatattemptingtosystematiseandspecifythepossibledimensionsthatcansignificantlyinfluencetheimagecomponent.

Aaker（1994）indicatesthattheassociationsarebasedonaspectssuchastheattributesoftheproduct,intangiblefactors（perceivedquality,technologicalleadership,etc.）,benefitsprovidedtothecustomer,relativeprice,useorapplication,thekindofuserorcustomer,aknownpersonagewhoservesaspromotionalpresenter,lifestyle,brandpersonality,classofproduct,competitorproductsandcountryoforigin.

Classifyingmethod

Keller（1993）presentsamorestructuredclassifyingmethodforthesevariables,inadditiontoconsideringotherdimensions,andindicatesthatbrandassociationsmaybebrokendownintoattributes,benefitsandattitudes.Accordingtothisauthor,consumerswillevaluatethebrandoverall（attitudes）,totheextentthatthedescriptivecharacteristicsofthegoodorpertinentservice（attributes）adapttotheconsumers（benefits）.Thus,Kelleraffirmsthatthekindsofassociationswillbemoreorlessstronginthememoryoftheindividualaccordingtotheamountofinformationsuppliedandtheinformationprocess;andthefavourableattitudetowardsabrandwilldependonthedegreetowhichtheattributesandbenefitsofthebrandservetosatisfyitstargetmarket.Moreover,Kellerindicatestheneedtomeasurethecongruencebetweenthevariousassociationsforagivenbrandandtheleveragebysecondaryassociationsregardingthecompany（reputation,credibility,etc.）,thecountryoforigin,thedistributionchannels（price,advising,quality,service,etc.）,andtheeventorexistenceofacelebrityspokespersonorsomeoneencouragingcustomerstobuytheproductorservice.

Finally,amongthemanyotherworksthatreiteratetherelevanceofsomeofthevariablesconsidered（e.g.seePorterandClaycomb（1997）andGwinnerandEaton（1999）,whopointouttherelevanceofretailsettingandeventsponsorshiprespectively）,wecanhighlightthecontributionbyGarcíaRodri´guezandBergantiños（2001）,whoindicatethatthekeyaspectsthatcaninfluencetheimagearethebenefitsoftheproduct,thepackaging,thedistributionchannel,thecommunication,thenameofthebrandandthesymbolandslogan.

Threedimensions

Theverifiedexistenceofamultitudeofvariablesaffectingtheassociationsthatconstitutethebrandimageisaconsiderableobstacleforempiricalresearch.Therefore,inordertofacilitatetheanalyses,andwhileattemptingtoseekabalancebetweencost,viabilityandthetotalityofallpossibleindicators,AakerandÁlvarezdelBlanco（1995）proposetheuseofjustthreedimensionsforappraisingtheimageofabrand,whicharetheperceivedvalue,thepersonalityandtheorganisation.Theperceivedvalueinvolvesthefunctionalbenefitsoftheproduct,anditattemptstomeasurewhetherornotasuitablerelationshipexistsbetweentheperformanceandthepriceofthebrand;thepersonalityreferstothesymbolicandemotionalbenefitsoriginatingfromthebrand;andfinally,theorganisationcomponentiscloselyconnectedwiththeorganisation’simageandaimsatthedegreeofadmirationforthecompany,thelevelofconfidenceinthebrandandingeneraltheseveralfeelingsofboththebrandimageitselfaswellasthecorporateimage,whichcandecisivelyaffecttheperceptionsofanindividual.

Onetermintrinsicallytiedtothebrandimage,althoughclearlydifferentiatedfromit,isthebrandidentity.Oneofthemostcommonerrorsinevaluatingbrandimageisthebeliefthatbothaspectsareidentical,whatAaker（1996）callsthe“brandimagetrap”.Theconfusionbetweenbrandimageandbrandidentitynotonlytranscendsthelexicalplane,butitalsotranslatesintoerroneousbusinessmanagement.Therefore,whenanimageiscreated,thesignsderivedfromtheassociationsmustbeanalysed,inadditiontothemannerinwhichtheperceptionscanbeinfluencedandwhattheundesirablesignalsmaybegenerated,giventhattheattributesthatthemanufacturerhighlightsasadvantagesoftheproductmighthavenegativeconnotations（GarcíaRodri´guezandBergantiños,2001）andmightvarydependingontypologiesofconsumers.

Variousassociations

Aaker（1996）definesthebrandidentityasasetofassets（andliabilities）linkedtothenameandsymbolofthebrandthatembody（ortakeawayfrom）thevalueprovidedbyaproductorserviceforacompanyand/oritscustomers.Theidentityofthebrandalludestothevariousassociationsthatthecompanyattemptstocommunicate,regardlessofthefactthatintheendtheytranslateintotrulyperceivedassociations（image）.Thisbusinessvariableisgoingtobecomeveryrelevantwhenconsideringthepossiblebrandstrategiesthatacompanycanfollow.Thus,CruzandCerviño（1996）includetheconceptofthebrandidentityprism,whichencompassesaspectssuchasphysicalattributes,personality,theimageitself,representationandrelationships.Theseauthorsusethebrandidentityprism,togetherwiththeschemabyRaoandRuekert（1995）,toproposeamodelthatevaluatesthealliancesamongbrandsthatarereadytolaunchnewproductsontothemarket,somethingthat,infact,couldbeunderstoodasabrandextensionstrategy.

Itbecomesevidentthatinteractionsexistbetweentheextensionstrategyandthebrandidentitythatthecompanywantstotransmit.Nevertheless,wehavetoraisethequestionthat,beforestartingtoanalysetherelationshipsexistingbetweenwhatthecompanywantstotransmittothemarket（identity）andthebrandextensionstrategy,wehavetoknowtheperceivedassociationsbytheconsumers（image）andhowtheyareinfluencedbythebrandextensionstrategy,giventhatthechangestotheimagethatthisstrategymayproducewilldeterminetheacceptanceornotoftheextensiononthemarket.

3.Brandextensions

Inordertoavoidthehighratesoffailureofnewproducts,thebrandextensionstrategyhasbeenusedasoneofthemostprofitablegrowthoptionsforcompaniesinrecentdecades.Theestimatesvary,butingeneral,eightoutofeverytennewproductsareintroducedasanextensionofanexistingbrand（Ourusoffetal.,1992）.

Marketingcosts

Thesuccessofthisstrategicoptionresidesinthebroadconsensusthattheuseofbrandsestablishedonthemarketforenteringintonewclassesorcategoriesofproductssubstantiallyreducestheinitialmarketingcosts（especiallythecommunicationanddistributioncosts）,increasestheeffectivenessofthemarketactionsandreinforcestheprobabilityofacceptanceofthenewproduct–andthereforebusinesssuccess（