品牌延伸分类.doc

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, 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, powerful reciprocity and strong cannibalization .

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；
More specifically, the difference of them in performance, to the line extension, the original brand effect are more easily transferable to extension products, the management’s stand or fall of extension products is also easier to feedback to the original;

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。
And because the extension products and the original often exists tiny difference only in taste, packing specifications and components, extension products have obvious cannibalization to the original products’ 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。
As the result, sales growth the line extension bring and other products’ sales loss the line extension lead to or big or small, become one of the most concerned problems of the line extension researchers.

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（vertical extensions , vertical product line extent）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（horizontal extensions）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。

Vertical extension and horizontal extension：according to the change of the extension of the positioning of brand quality, brand extension can be divided into two categories： vertical extension and horizontal extension. The vertical extension refers to the brand in the same group of products in the field, to the high-end market, the low-end market or two-way extension; the horizontal extensions refer to the product quality orientation does not change greatly, but extended to other areas in the same product category, including product packaging, taste changes and so on. The vertical extension and horizontal extension can be called the brand longitudinal extension and the horizontal brand extensions, which are the concept s of two groups that can be absolutely replaced each other, the vertical extension can also be called the brand longitudinal extension and horizontal extension can also be called horizontal brand extension.
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
The vertical extension of the horizontal extension and another set of concepts line extension, the largest category of extension contact and there is a distinction
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
The vertical extension means an extension of the brands of the same product areas, thus in essence, the vertical extension belongs to a line extension; both may involve extending horizontally extended to other product areas, may also be extended in the same category, horizontal extension can be either line extensions may also belong to the major categories of extension
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
The difference between these two sets of concepts is the vertical extension and horizontal extension of the classification of emphasis on product quality positioning and image positioning changes, line extensions and major categories of extension stressed that the extension related to changes in the product category
两种分类方法分别强调各自研究的重点
Two classification methods emphasize the focus of their research
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
The former in order to study changes in the extended brand positioning, the impact to the parent brand, such as high-end brand in the introduction of low-end products, how to not only use the parent brand to promote its extension products, but also to avoid damage to the original mother good brand image; the latter is the main brand in order to study the extension of the larger span, how to allow consumers to accep.