品牌延伸分类

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。

Linear extensions and categories extensions: specifically speaking-- linear

extensions refers to the mother brand developing new products for new

segments of the market in the original field.

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。

Because the line extension is the extension of same category, so there always

existing tiny differences in taste, packing specifications, ingredients between

the new products and the original of line extensions.

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, categories extensions refer to the new products of mother brands

’

developed have already exceeded the original field, extending to another

product category.

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。

As the two categories of the extension, line extension and category extension

have the basic characteristics of the extension.

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。

In general, if a brand suitable for category extension, usually it is also suitable

for line extension.

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。

The difference between them is that-- line extension is the outspread in the

same product categories , so the connections of the extension products and the

original are usually more closely, this

makes line extension’

s advantages and

disadvantages more outstanding, show the characteristics of transfer strongly,