-
品牌延伸分类
The classification of Brand extensions
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
,
< br>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。
In the light of different standards,
the brand extends could be divided into line
extensions and categories extensions,
as well as the vertical extensions and
horizontal extensions. Among them,
dividing the brand extension into line
extensions and categories extensions,
is a more mature classification method
and get the approval of foreign
scholars widely at the same time.
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,