品牌延伸对母品牌的不利影响【(外文翻译)】-毕业论文.doc

毕业论文（设计）外文翻译
标题：
The negative impact of brand extensions on parent brand image
原文：
1. Introduction
If we analyse any general definition of a product, we find that there are three levels: the first is the product itself, which includes the physical and tangible aspects of the same (design, features, packaging, etc.); the second level encompasses the added services (warrantees, finance, after sales service, etc.); and the third level includes the most intangible aspects such as the brand name, quality perceptions, reputation, etc. (de Chernatony and McDonald, 1998).
Intangible aspects
Among the intangible aspects of the product, the brand is the most important, given that the majority of marketing strategies tend to highlight the brand – including all of its added elements like logotype or slogan – more than the product is being sold. Therefore, the brand is one of the most important assets that companies have, and as such, companies take advantage of it in their business strategy.
In recent years, companies have used brand extension strategies to launch new products onto the market, given that this strategy decreases the risk of failure of these products, because consumers will better accept the new products launched under known symbols. However, this strategy can also cause negative effects in the perceptions of consumers, which translate into a dilution of the brand image.
The objective of this study is to look deeply into the negative effects that brand extension strategies may have on the brand image, taking into account the most relevant variables considered in the literature. For this reason, the next two sections present a review of the studies about both brand image and brand extensions. The fourth section includes the hypotheses to be tested, and the next section describes the methodology used. The information is subsequently analysed, and the main conclusions and implications are presented in the last section.
2. Brand image
Like other abstract concepts, such as brand value, brand image can have multiple meanings and interpretations according to the various points of view linked to business studies (e.g. psychology perspective). One of the definitions of brand image that is widely accepted in the literature is the one contributed by Keller (1993), which defines this term as the “perceptions about a brand reflected as associations existing in the memory of the consumer”. According to this author, the associations can be created from direct experience[1] with the good or service, from the information communicated (by the company itself, by other commercial sources and by word-of-mouth) and by making inferences according to pre-existing associations about the company, the origin, etc.
Inherent associations
The associations that make up the brand image can refer to both tangible and intangible aspects, intrinsic or extrinsic, and can be the result of both external and internal stimuli to each individual, depending on their own experience with the brand in question. Therefore, setting the limits of the kinds of associations inherent to a particular brand is no minor task, and numerous efforts have been directed at attempting to systematise and specify the possible dimensions that can significantly influence the image component.
Aaker (1994) indicates that the associations are based on aspects such as the attributes of the product, intangible factors (perceived quality, technological leadership, etc.), benefits provided to the customer, relative price, use or application, the kind of user or customer, a known personage who serves as promotional presenter, lifestyle, brand personality, class of product, competitor products and country of origin.
Classifying method
Keller (1993) presents a more structured classifying method for these variables, in addition to considering other dimensions, and indicates that brand associations may be broken down into attributes, benefits and attitudes. According to this author, consumers will evaluate the brand overall (attitudes), to the extent that the descriptive characteristics of the good or pertinent service (attributes) adapt to the consumers (benefits). Thus, Keller affirms that the kinds of associations will be more or less strong in the memory of the individual according to the amount of information supplied and the information process; and the favourable attitude towards a brand will depend on the degree to which the attributes and benefits of the brand serve to satisfy its target market. Moreover, Keller indicates the need to measure the congruence between the various associations for a given brand and the leverage by secondary associations regarding the company (reputation, credibility, etc.), the country of origin, the distribution channels (price, advising, quality, service, etc.), and the event or existence of a celebrity spokesperson or someone encouraging customers to buy the product or service.
Finally, among the many other works that reiterate the relevance of some of the variables considered (e.g. see Porter and Claycomb (1997) and Gwinner and Eaton (1999), who point out the relevance of retail setting and event sponsorship respectively), we can highlight the contribution by García Rodri´guez and Bergantiños (2001), who indicate that the key aspects that can influence the image are the benefits of the product, the packaging, the distribution channel, the communication, the name of the brand and the symbol and slogan.
Three dimensions
The verified existence of a multitude of variables affecting the associations that constitute the brand image is a considerable obstacle for empirical research. Therefore, in order to facilitate the analyses, and while attempting to seek a balance between cost, viability and the totality of all possible indicators, Aaker and Álvarez del Blanco (1995) propose the use of just three dimensions for appraising the image of a brand, which are the perceived value, the personality and the organisation. The perceived value involves the functional benefits of the product, and it attempts to measure whether or not a suitable relationship exists between the performance and the price of the brand; the personality refers to the symbolic and emotional benefits originating from the brand; and finally, the organisation component is closely connected with the organisation’s image and aims at the degree of admiration for the company, the level of confidence in the brand and in general the several feelings of both the brand image itself as well as the corporate image, which can decisively affect the perceptions of an individual.
One term intrinsically tied to the brand image, although clearly differentiated from it, is the brand identity. One of the most common errors in evaluating brand image is the belief that both aspects are identical, what Aaker (1996) calls the “brand image trap”. The confusion between brand image and brand identity not only transcends the lexical plane, but it also translates into erroneous business management. Therefore, when an image is created, the signs derived from the associations must be analysed, in addition to the manner in which the perceptions can be influenced and what the undesirable signals may be generated, given that the attributes that the manufacturer highlights as advantages of the product might have negative connotations (García Rodri´guez and Bergantiños, 2001) and might vary depending on typologies of consumers.
Various associations
Aaker (1996) defines the brand identity as a set of assets (and liabilities) linked to the name and symbol of the brand that embody (or take away from) the value provided by a product or service for a company and/or its customers. The identity of the brand alludes to the various associations that the company attempts to communicate, regardless of the fact that in the end they translate into truly perceived associations (image). This business variable is going to become very relevant when considering the possible brand strategies that a company can follow. Thus, Cruz and Cerviño (1996) include the concept of the brand identity prism, which encompasses aspects such as physical attributes, personality, the image itself, representation and relationships. These authors use the brand identity prism, together with the schema by Rao and Ruekert (1995), to propose a model that evaluates the alliances among brands that are ready to launch new products onto the market, something that, in fact, could be understood as a brand extension strategy.
It becomes evident that interactions exist between the extension strategy and the brand identity that the company wants to transmit. Nevertheless, we have to raise the question that, before starting to analyse the relationships existing between what the company wants to transmit to the market (identity) and the brand extension strategy, we have to know the perceived associations by the consumers (image) and how they are influenced by the brand extension strategy, given that the changes to the image that this strategy may produce will determine the acceptance or not of the extension on the market.
3. Brand extensions
In order to avoid the high rates of failure of new products, the brand extension strategy has been used as one of the most profitable growth options for companies in recent decades. The estimates vary, but in general, eight out of every ten new products are introduced as an extension of an existing brand (Ourusoff et al., 1992).
Marketing costs
The success of this strategic option resides in the broad consensus that the use of brands established on the market for entering into new classes or categories of products substantially reduces the initial marketing costs (especially the communication and distribution costs), increases the effectiveness of the market actions and reinforces the probability of acceptance of the new product – and therefore business success (Morrin, 1999). There are numerous studies that vouch for this phenomenon. For example Smith and Park (1992) demonstrate the positive effects that are derived from brand extensions as regards the market share and the advertising effectiveness. In addition, Park et al. (1986) affirm that through proper management, extensions can reinforce positioning.
In general, brand extensions and line extensions are distinguished from each other, although a certain confusion can be found in the literature, and both of these strategic alternatives tend to be included under the generic name of brand extensions. Through a line extension, a brand name is used in order to market a new product in the same category class, which can be oriented to a new market segment or be directed to the current target market presenting minor modifications. With the brand extension option, a completely different category of product is meant to be marketed (Aaker and Keller, 1990). For example, Sony has performed both line extensions like new models of current television sets and brand extensions when Sony got in the digital cameras market.
Brand extendibility
The decision to use an extension, as well as its magnitude, is motivated by various internal and external considerations that are intrinsic and extrinsic to the brand. Rangaswamy et al. (1993) affirm that the extendibility of a brand depends on the value that it has for consumers, according to whether it provides them with more or less utility as regards its tangible (attributes) or intangible characteristics. On the other hand, while analysing the personal computer industry, Putsis and Bayus (2001) indicate that the sector where the company develops is a substantial variable.
There are various factors that indicate the greater or lesser acceptance of the brand extensions by the target market. Generally, researchers coincide in pointing out the degree of similarity or “fit” between the original brand and the category of the extended product, as the decisive factor for both analysing the extensions and with regard to the retroactive effects to the parent brand. In addition to the fit, which is indicated by almost all existing studies, there are an endless number of other variables – among which we can highlight the perceived quality of the brand – that seem to hold a prominent role (Sunde and Brodie, 1993; Nijssen and Hartman, 1994; Bottomley and Doyle, 1996). For instance, in both Aaker and Keller’s (1990) work and later similar research, a direct or indirect effect of the perceived quality of the brand in brand extension acceptance has been found.
Several authors have suggested that individuals will transmit their beliefs about the brand to the extension if they observe a fit between both elements (Fiske and Pavelchak, 1986; Rothbart and Lewis, 1988). The studies that have used the fit variable have reached different results, which initially seems logical, given the diversity of measurement approaches and methods used. Even though the majority coincide in pointing out the positive effects of the fit in the brand extension (Aaker and Keller, 1990; Boush and Loken, 1991; Park et al., 1991; etc.), we can also find authors who provide evidence that this variable does not exercise any influence (Smith and Andrews, 1995; Park and Srinivasan, 1994; Broniarczyk and Alba, 1994). According to Boush and Loken (1991), the perception of fit will depend on the variability between the kinds of products marketed under the same brand umbrella (brand breadth) such that the greater the breadth, the more probable it is that links are identified between scarcely similar extensions.
出处：Eva Martínez and José M. Pina. The negative impact of brand extensions on parent brand image[J]. Journal of Product & Brand Management. 2003. 12(7), pp: 432-448

品牌延伸对母品牌的不利影响
译文：
1、介绍
如果我们分析任何一种一般定义的产品，我们会发现有3个等级：第一级是包括物理一样的有形方面的产品本身（设计、特点、包装等）；第二级包括增加的服务（被担保人、金融、售后服务等)；第三个级别包含了最无形方面例如品牌名称、质量认知、信誉等。（de Chernatony and McDonald, 1998）。
无形方面
在非物质方面的产品中，品牌是最重要的，考虑到大多数的营销策略倾向于突出品牌——包括所有的增加元素像标识或标语——超过出售产品。因此，品牌是公司所有的最重要的资产之一，同样地，公司在他们的商业策略中也最利用品牌的优势。
近年来，公司利用品牌延伸策略来开发新产品投放市场，考虑到这个策略会减少这些产品失败的风险，因为消费者将更好地接受新发布的产品在已知的品牌下。然而，这个策略也会引起负面效应影响消费者的看法，因为其中有被延伸而导致品牌的弱化，稀释品牌形象。
本课题研究的目的是为了深入观察品牌延伸策略可能对品牌形象负面影响，考虑最相关的变量进行了研究。为此，接下来的两部分的研究提出一份对于品牌形象及品牌延伸的评论报告。第四部分包括假设测试，再接下去一个部分描述的是使用的方法。最后一节的信息呈现了主要的分析，并提出了结论和影响。
2、品牌形象
像其他抽象的概念，如品牌价值、品牌形象可以有多个意义和解释根据各种不同的角度与商业研究等（如心理学观点）。品牌形象其中一个定义被广泛接受了的文献是Keller（1993）的贡献，这定义的术语为“对品牌的认知体现为关联存在于消费者的记忆中”。笔者认为，这关联是可以创造的，从直接的产品和服务的体验，从信息沟通（通过公司本身、其他商业资源和通过口头），从根据先已存在关联的公司、来源等做出推论。
内在关联
构成关联的品牌形象，都指有形和无形的方面，内在或者外在，依靠自己的经验与品牌在问题可能导致外部和内部刺激到每一个人。因此，给各种固有某个品牌设定相关关联的范围并非易事，针对试图使之系统化的众多的努力和指定合适的规模，可以显著影响形象的组成部分。
Aaker（1994）指出关联是建立在各方面的基础上的，这些基础是例如产品属性，无形因素（认知品质、技术领先地位等），给客户的福利，相对价格，使用或应用，这种用户或客户，一个已知的人士作为促销主持人，生活方式，产品类别，竞争对手的产品和生产国家。
分类方法
Keller（1993）指出一个把这些变量除了考虑其他的规模分类成更加有条理的方法，还表明