品牌延伸分类

品牌延伸分类TheclassificationofBrandextensions按照不同的标准,可以把品牌延伸划分成线延伸和大类延伸,以及垂直延伸和水平延伸.其中,把品牌延伸划分成线延伸和大类延伸,是一种比较成熟的分类方法,也得到了国外学者的广泛赞同。Inthelightofdifferentstandards,thebrandextendscouldbedividedintolineextensionsandcategoriesextensions,aswellastheverticalextensionsandhorizontalextensions.Amongthem,dividingthebrandextensionintolineextensionsandcategoriesextensions,isamorematureclassificationmethodandgettheapprovalofforeignscholarswidelyatthesametime.线延伸和大类延伸：具体来说，线延伸是指母品牌在原产品领域里，为新的细分市场开发新产品。Linearextensionsandcategoriesextensions:specificallyspeaking--linearextensionsreferstothemotherbranddevelopingnewproductsfornewsegmentsofthemarketintheoriginalfield.因为线延伸是同一类别的延伸，因而线延伸的新产品与原产品往往只在口味、包装规格、成分等方面存在微小差别。Becausethelineextensionistheextensionofsamecategory,sotherealwaysexistingtinydifferencesintaste,packingspecifications,ingredientsbetweenthenewproductsandtheoriginaloflineextensions.而大类延伸指母品牌开发的新产品超出原有领域，延伸至另一产品类别。When,categoriesextensionsrefertothenewproductsofmotherbrands’developedhavealreadyexceededtheoriginalfield,extendingtoanotherproductcategory.作为延伸的两种类别，线延伸和大类延伸具有延伸的基本特征。Asthetwocategoriesoftheextension,lineextensionandcategoryextensionhavethebasiccharacteristicsoftheextension.总的来说，如果一个品牌适合于大类延伸的话，通常它也适合于线延伸。Ingeneral,ifabrandsuitableforcategoryextension,usuallyitisalsosuitableforlineextension.两者的区别在于，线延伸是在同一产品类别里的延伸，因而延伸产品和原产品的联系通常更为紧密，这使得线延伸的优点和缺点都更加突出，表现出转移性强、反馈性强和蚕食性强的特征。Thedifferencebetweenthemisthat--lineextensionistheoutspreadinthesameproductcategories,sotheconnectionsoftheextensionproductsandtheoriginalareusuallymoreclosely,thismakeslineextension’sadvantagesanddisadvantagesmoreoutstanding,showthecharacteristicsoftransferstrongly,powerfulreciprocityandstrongcannibalization.更具体地说，两者的区别表现在，对线延伸而言，原产品的品牌效应更容易转移到延伸产品上，延伸产品经营的好坏也更容易反馈到原产品上；Morespecifically,thedifferenceoftheminperformance,tothelineextension,theoriginalbrandeffectaremoreeasilytransferabletoextensionproducts,themanagement’sstandorfallofextensionproductsisalsoeasiertofeedbacktotheoriginal;同时由于延伸产品与原产品往往只在口味、包装规格和成分等方面存在微小差别，延伸产品对原产品的销售明显有着蚕食作用。Andbecausetheextensionproductsandtheoriginaloftenexiststinydifferenceonlyintaste,packingspecificationsandcomponents,extensionproductshaveobviouscannibalizationtotheoriginalproducts’marketing.因而线延伸带来的销售增长与线延伸导致其他产品的销售损失孰大孰小，成为线延伸研究者最为关注的问题之一。Astheresult,salesgrowththelineextensionbringandotherproducts’saleslossthelineextensionleadtoorbigorsmall,becomeoneofthemostconcernedproblemsofthelineextensionresearchers.垂直延伸和水平延伸：按照延伸品牌质量定位发生变化与否，品牌延伸可以分为垂直延伸和水平延伸两大类。垂直延伸（verticalextensions,verticalproductlineextent）指品牌在同一组产品领域里，向高端市场、低端市场或双向延伸；水品延伸（horizontalextensions）指产品质量定位不发生明显变化，而是向其他领域延伸或是在同一产品类别里进行产品包装、口味等方面的变化。垂直延伸和水平延伸也可以称为品牌纵向延伸和品牌横向延伸，这是两组完全可以替换的概念，即垂直延伸也可以称为品牌纵向延伸，水平延伸也可以称为品牌横向延伸。Verticalextensionandhorizontalextension：accordingtothechangeoftheextensionofthepositioningofbrandquality,brandextensioncanbedividedintotwocategories：verticalextensionandhorizontalextension.Theverticalextensionreferstothebrandinthesamegroupofproductsinthefield,tothehigh-endmarket,thelow-endmarketortwo-wayextension;thehorizontalextensionsrefertotheproductqualityorientationdoesnotchangegreatly,butextendedtootherareasinthesameproductcategory,includingproductpackaging,tastechangesandsoon.Theverticalextensionandhorizontalextensioncanbecalledthebrandlongitudinalextensionandthehorizontalbrandextensions,whicharetheconceptsoftwogroupsthatcanbeabsolutelyreplacedeachother,theverticalextensioncanalsobecalledthebrandlongitudinalextensionandhorizontalextensioncanalsobecalledhorizontalbrandextension.而垂直延伸，水平延伸和另一组概念------线延伸，大类延伸则有联系又存在着区别Theverticalextensionofthehorizontalextensionandanothersetofconcepts------lineextension,thelargestcategoryofextensioncontactandthereisadistinction垂直延伸是指在品牌的同一产品领域里的延伸，因而从本质上看，垂直延伸属于是线延伸的一种；水平延伸既可能涉及到向其他产品领域延伸，也可能在同一类别里延伸，所以水平延伸既可能是线延伸，也可能属于大类延伸Theverticalextensionmeansanextensionofthebrandsofthesameproductareas,thusinessence,theverticalextensionbelongstoalineextension;bothmayinvolveextendinghorizontallyextendedtootherproductareas,mayalsobeextendedinthesamecategory,horizontalextensioncanbeeitherlineextensionsmayalsobelongtothemajorcategoriesofextension这两组概念的区别在于，垂直延伸和水平延伸的分类强调产品质量定位和形象定位的变化，而线延伸和大类延伸则强调延伸是否涉及到产品类别的变化Thedifferencebetweenthesetwosetsofconceptsistheverticalextensionandhorizontalextensionoftheclassificationofemphasisonproductqualitypositioningandimagepositioningchanges,lineextensionsandmajorcategoriesofextensionstressedthattheextensionrelatedtochangesintheproductcategory两种分类方法分别强调各自研究的重点Twoclassificationmethodsemphasizethefocusoftheirresearch前者为了研究在延伸时品牌形象定位发生的变化，给母品牌带来的影响，如高端品牌在引入低端产品时，如何既能利用母品牌推广其延伸产品，又能避免损害原有母品牌的良好形象；后者则主要为了研究品牌延伸跨度较大时，如何让消费者接受的问题Theformerinordertostudychangesintheextendedbrandpositioning,theimpacttotheparentbrand,suchashigh-endbrandintheintroductionoflow-endproducts,howtonotonlyusetheparentbrandtopromoteitsextensionproducts,butalsotoavoiddamagetotheoriginalmothergoodbrandimage;thelatteristhemainbrandinordertostudytheextensionofthelargerspan,howtoallowconsumerstoaccep.