品牌延伸对母品牌的不利影响外文翻译毕业论文设计Word文档格式.docx
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品牌延伸对母品牌的不利影响外文翻译毕业论文设计Word文档格式.docx
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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),wecanhighlightthecontributionbyGarcí
aRodri´
guezandBergantiñ
os(2001),whoindicatethatthekeyaspectsthatcaninfluencetheimagearethebenefitsoftheproduct,thepackaging,thedistributionchannel,thecommunication,thenameofthebrandandthesymbolandslogan.
Threedimensions
Theverifiedexistenceofamultitudeofvariablesaffectingtheassociationsthatconstitutethebrandimageisaconsiderableobstacleforempiricalresearch.Therefore,inordertofacilitatetheanalyses,andwhileattemptingtoseekabalancebetweencost,viabilityandthetotalityofallpossibleindicators,AakerandÁ
lvarezdelBlanco(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(Garcí
os,2001)andmightvarydependingontypologiesofconsumers.
Variousassociations
Aaker(1996)definesthebrandidentityasasetofassets(andliabilities)linkedtothenameandsymbolofthebrandthatembody(ortakeawayfrom)thevalueprovidedbyaproductorserviceforacompanyand/oritscustomers.Theidentityofthebrandalludestothevariousassociationsthatthecompanyattemptstocommunicate,regardlessofthefactthatintheendtheytranslateintotrulyperceivedassociations(image).Thisbusinessvariableisgoingtobecomeveryrelevantwhenconsideringthepossiblebrandstrategiesthatacompanycanfollow.Thus,CruzandCerviñ
o(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(Mo
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