品牌扩展和品牌稀释(英文).pptVIP

Brand Extension  and Brand Dilution Background 1 Conclusion 4 Preview Lower quality market Dissimilar product Brand dilution 3 Advertisements Product differentiation Brand extension 2 PG Goldlion Red Flag Car Background Brand extension ‘’…benefit from existing brand’’ (Liu and Hu, 2012) Brand dilution ‘’…negative influence on parent brand’’ (Keller and Sood, 2003) Product differentiation PG Shampoo, hair care, skin care, baby care, medicine, food, drink… 25 billion-dollar brands /79 global brands (PG, 2012) Panasonic Panasonic National Technics Panasonic Source:Panasonic corporation, 2012. Annual report 2012. [online] Available at: /ir/annual/2012/ [Accessed 3rd September 2012] Panasonic’s growth rate of Financial data Product differentiation Advertisements Safeguard (PG) VS Lux (Unilever) Safeguard became a sale champion in China (Bainbridge, 2012) stars, noble,elegant mother for her childern moisturizing degerming Dissimilar product Goldlion ?The man’s world Not professional Does not follow the primary principles Lower quality market The Red Flag Car company Mercedes: Smart ? test the level of acceptation ? A and B series Conclusion Lower/higher quality market ? test higher quality market (Heath, 2011) Family brand VS sub-brand ?similar: family brand dissimilar: sub-brand Similarity ?step by step Reference List Bainbridge, J., 2012. Soap, bath and shower. Marketing, Vol.50: p.14. Heath, T. et al.,2011. The Asymmetric Effects of Extending Brands to Lower and Higher Quality. Journal of Marketing, Vol.75: pp.3-20. Keller, K. and Sood, S., 2003. Brand Equity Dilution. MIT Sloan Management Review, Vol.45: pp.12-15. Liu, X. and Hu, J., 2012. Adolescent Evaluations of Brand Extensions: The Influence of Reference Group. Psychology Marketing, Vol.29: pp.98-106. PG, 2012. All