论文翻译
Analysis of name brand expand strategies
品牌扩展策略, 是指企业利用其成功品牌名称的声誉来推出改良产品或新产品, 以凭借现有名牌产品形成系列名牌产品的一种名牌创立策略。由于这种做法既减少了品牌认知的过程，同时又降低了产品的经营风险, 起到“借船出海”、“借势造势”的作用,有人便形象地称之为“搭乘名牌列车”策略。正因为如此,品牌扩展策略被许多企业视为拓展经营范围、提高知名度的利器,纷纷采用。因此, 总结国内外企业实施品牌扩展策略过程中的经验教训，扬长避短，寻求科学、规范的实施办法, 显得十分重要。
实施品牌扩展策略存在的主要问题
1.扰乱产品在消费者心目中的定位。
“雪佛兰”汽车是美国家庭轿车的代名词, 但是在“雪佛兰”将生产线扩展到卡车、赛车领域后, 消费者心目中的“雪佛兰就是美国家庭轿车”的定位模糊了, 而“福特”汽车则乘虚而入坐上了第一品牌的宝座。
2.使消费者产生心理冲突。
有些企业在进行跨行业的品牌扩展过程中, 不顾核心品牌的定位和“兼容性”, 把同一品牌用在两种不同行业的产品中,当两种产品在用途上存在矛盾时,消费者通过联想就会产生心理冲突。
3.损害原品牌的高品质形象。
把高档品牌使用在低档产品上,就有可能损害原品牌的高品质形象。
实施品牌扩展策略可以采取的对策分析
品牌,尤其名牌,是企业最重要的资产。盲目进行品牌扩展有可能对企业的原品牌产品产生负面影响, 甚至是致命的打击。对于我国企业来说, 重要的是如何科学地实施品牌扩展策略。
企业在实施品牌扩展策略过程中可以采取以下几个方面的对策：
1.企业进行品牌扩展时,扩展的 品牌要符合原品牌的核心价值。
品牌的核心价值是品牌的精髓，是消费者对品牌的理解和概括。品牌最有价值的部分通常会表现在核心价值上。
2.企业进行品牌扩展时, 扩展的品牌要与原核心产品有关联性。
“关联程度”是指新产品与原产品在生产技术、分销渠道、售前售后服务方面的相关程度。如果关联程度大, 品牌扩展就容易得到消费者的认同;如果是跨行业经营或是关联程度小,往往就不适宜采取品牌扩展策略。
3.在进行品牌扩展之前,准备评估品牌资产价值。
因为品牌扩展的目的就是要借助已有品牌的声誉和影响迅速向市场推出新产品, 因此品牌扩展的前提就是这一品牌具有较高的知名度、美誉度和市场占有率, 在消费者心目中有很高的地位。
总之，品牌扩展策略的采用一定要慎重，不能一味追求数量的增加，而应竭力培养旗舰产品，其主要目的是为了树立品牌的形象; 其次是培养核心产品。如果能把有限的几个产品做强做大，就胜过几十个没有影响力的产品。脑白金一个品牌就做到10 个亿，胜过拥有很多品牌但每个价值都没有超过几百上千万的品牌。
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参考答案:The brand expands strategy and mean that the business enterprise makes use of it successful good reputation of brand name to release improvement product or new product, with with lend existing famous brand a specific name of the product of the formation series of the famous brand product card a foundation strategy.Because this kind of way of doing since reduced the process of brand cognition, and lowered the management risk of product in the meantime, there is the function of "lend a ship to go out to sea", " borrow power build power", someone then the image ground call it for"take famous brand railroad train" strategy.Positive as it does, brand's expanding strategy is see by many business enterprises as the sharp weapon which expands to conduct scope and raises popularity and adopt in succession.Therefore tally up domestic and international business enterprise implement brand to expand the experience precept in the strategy process, the Yang is long to avoid short, look for the implement way of science, norm, seem to be very important.
Carry out the key problem that the brand expands strategy existence
1.Disturb a product in the fixed position in the consumer heart.
"Snow Fo orchid" car is the pronoun of American family car, but after"snow Fo orchid" expand the production line to the truck and race car realm, the fixed position of "the snow Fo orchid be an American family car" in the consumer heart is misty, but"Ford" car then gains an advantage but go into sit up the throne of the first brand.
2.Make the consumer produce mental conflict.
Some business enterprises are in the process of carrying on the brand which acrosses profession to expand in, the fixed position of regardless of core brand uses same brand in two kinds of products of different professions with"and permit sex" and be two kinds of products to exist an antinomy on the use, the consumer pass association of thought and then will produce mental conflict.
3.Injure the high-quality image of original brand.
Chase an upscale brand usage on the low file product, may injure the high-quality image of original brand.
Carry out the brand expand the counterplan analysis that the strategy can adopt
Brand, particularly the famous brand be the most important property of business enterprise.The blindness carries on brand to expand to probably bring about negative influence on the original brand product of business enterprise, even is a deathblow.Say for the our country business enterprise, important is how science ground carry out brand to expand strategy.
The business enterprise is in the process of carrying out brand to expand strategy in can adopt the counterplan of several is as follows:
1.When business enterprise carried on brand to expand, the brand expand wants core value according to original brand.
The core value of the brand is the essence of brand, is a consumer to the comprehension of brand with generalize.Brand the most worthy part usually expresses worth in the core up.
2.When business enterprise carried on brand to expand, the brand expand wants to have something to do with original core product allied.
"Connection degree" means the new product is produce a technique with original product, retails an outlet and sells the related degree of ex- after-sales service.If the connection degree is big, the brand expands to easily get the approbation of consumer;If is across profession management or connection degree small, usually unwell proper adopt brand to expand strategy.
3.Prepare to evaluate a brand property value before carrying on brand to expand.
The brand expand of the purpose is to want to ask for help of branded good reputation and influence have already quickly announced new products toward the market, so the brand expand of the premise be this brand to have higher popularity, good reputation degree and market share, there is very high position in the consumer heart.
In fine, the brand expands the adoption of strategy must careful, can't persistently pursue the increment of amount, but should make greatest efforts a development flagship product, it main purpose is for setting up brand of image; Secondly develop a core product.If can do a few limited products strong to do greatly, excel several 10 have no influential product.Brain platinum a brand attains 10 hundred million, the mightier than owns a lot of brands but each the value exceeded several 100 top ten million of brand.
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