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Report代寫案例-Brand extension

發布時間:2020-03-10 16:19:24 閱讀:1707

案例簡介

  • 作者:致遠教育
  • 導讀:本文是一篇優秀的Report代寫范文,討論了品牌延伸。品牌延伸,指的是企業利用其成功品牌的聲譽來推出改良產品或新產品。品牌延伸策略是企業加速發展的有效戰略,它有利于降低新產品引入市場的成本、充分利用品牌資產的價值、為品牌注入新鮮感、為消費者提供更多的選擇同時擴大企業規模。
  • 字數:2557字
  • 預計閱讀時間:8分鐘

案例詳情

本文是一篇優秀的Report代寫范文- Brand extension,這篇report討論了品牌延伸。品牌延伸,指的是企業利用其成功品牌的聲譽來推出改良產品或新產品。品牌延伸策略是企業加速發展的有效戰略,它有利于降低新產品引入市場的成本、充分利用品牌資產的價值、為品牌注入新鮮感、為消費者提供更多的選擇同時擴大企業規模。但品牌延伸策略也存在潛在風險,會給企業的經營帶來不利影響。

Brand extension strategy is an effective strategy for the accelerated development of enterprises. It is conducive to reduce the cost of introducing new products into the market, make full use of the value of brand assets, inject freshness into the brand, provide more choices for consumers and expand the scale of enterprises. However, the brand extension strategy is a "double-edged sword", and its application also has potential risks, which bring adverse effects to the operation of enterprises.

品牌延伸戰略是企業加速發展的有效戰略。有利于降低新產品進入市場的成本,充分利用品牌資產價值,為品牌注入新鮮感,為消費者提供更多選擇,擴大企業規模。然而,品牌延伸戰略是一把“雙刃劍”,其應用也存在潛在風險,給企業的經營帶來不利影響。

Brand extension refers to a company using the reputation of its successful brand to launch improved products or new products. Brand extension is not simply borrowing the brand name that already exists on the surface, but strategic use of the whole brand asset. With the help of brand extension, the influence of existing brands can be Shared, and the value added in brand utilization can be fully realized, so that the marketing of new products can achieve twice the result with half the effort. Since the 1980s, brand extension has been particularly favored by western companies as an effective marketing tool. According to statistics, over the past decade, two-thirds of America's newly established brands have succeeded by brand extension. In recent years, domestic market competition has become increasingly fierce, and many enterprises have carried out brand extension in order to obtain greater market share and improve profits. However, due to the lack of long-term planning in some enterprises, weak financial resources and insufficient brand management experience, not only failed to obtain expected profits, but also greatly hurt brand value. Thus it can be seen that the brand extension strategy can be a profitable good to make the enterprise to brilliant, but also may be the abyss of doom to make the enterprise to perish.

品牌延伸是指公司利用其成功品牌的聲譽,推出改進產品或新產品。品牌延伸不僅僅是借用表面上已經存在的品牌名稱,而是戰略使用整個品牌資產。借助品牌延伸,既有品牌的影響力得以共享,品牌利用增值得以充分實現,使新產品營銷達到事半功倍的效果。自20世紀80年代以來,品牌延伸作為一種有效的營銷手段受到西方企業的青睞。據統計,在過去的十年里,美國三分之二的新品牌都成功地進行了品牌推廣。近年來,國內市場競爭日趨激烈,許多企業為了獲得更大的市場份額和提高利潤,進行了品牌延伸。然而,由于部分企業缺乏長期規劃,財務資源薄弱,品牌管理經驗不足,不僅無法獲得預期利潤,而且對品牌價值造成了極大的損害。由此可見,品牌延伸戰略可以使企業有利可圖,有利于企業走向輝煌,也可能是企業走向滅亡的萬劫不復的深淵。

New brand development is a complex creation process, which not only requires a lot of manpower, material resources and financial resources to develop and develop, but also needs to expand the market well, carry out continuous advertising and a series of marketing activities. According to the survey, it takes between $30 million and $50 million to develop a new brand in the United States, and the failure rate of the new brand is as high as 80%. Enterprise through the development of brand extension can be removed from the brand and trademark registration fee, at the same time with the high reputation of the original brand market reputation and products, make consumers to eliminate rejection of the new products, rusty, and concerns the psychological, to accept the new product in a relatively short time, saves the necessary publicity, promotion of new products into the market, such as marketing expenses, and can quickly occupy the market.

新品牌發展是一個復雜的創造過程,不僅需要大量的人力、物力和財力來開發和發展,還需要很好地拓展市場,開展持續的廣告宣傳和一系列的營銷活動。根據調查,在美國開發一個新品牌需要3000萬到5000萬美元,新品牌的失敗率高達80%。企業通過發展品牌延伸可以免去品牌注冊費和商標注冊費,同時具有原有品牌市場信譽和產品的高信譽,使消費者消除對新產品的拒絕、生銹,并關注psyc。全息,在較短的時間內接受新產品,節省必要的宣傳、促銷等新產品進入市場的營銷費用,并能迅速占領市場。

Expand the scale of the enterprise through the brand extension strategy, and improve the market share of brand products. Even if the market situation of one or two varieties under the brand extension is not good, other varieties can be made up, so that the enterprise can diversify production, mitigate the impact of market risks, and maintain the vigorous vitality of the famous brand. At the same time, the reorganization, adjustment and strategic transfer of enterprise business can be realized.

通過品牌延伸戰略擴大企業規模,提高品牌產品的市場占有率。即使品牌延伸下的一兩個品種的市場情況不好,也可以補足其他品種,使企業生產多元化,減輕市場風險的影響,保持名牌的旺盛生命力。同時,實現企業業務的重組、調整和戰略轉移。

A few enterprises extend the high grade product in consumer's mind to low grade product. In recent years, maotai liquor has been disorganized in the face of the offensive of wuliangye, with the banner of popularization, which has brought the brand from the high-end market of "national wine" to the middle and low market, diluted the connotation of "noble" of the brand, and damaged the loyalty of the original consumer group of maotai liquor, so the sales situation is not good. The result of unlimited downward extension is predatory exploitation of brand value, which will eventually reduce sales and market share and damage corporate image.

少數企業把消費者心目中的高檔產品延伸到低檔產品。近年來,茅臺酒在五糧液的進攻下,以大眾化的旗號,混亂不堪,把品牌從“國酒”的高端市場帶到了中低端市場,淡化了品牌“高貴”的內涵,損害了品牌的整體形象。原茅臺酒消費群體的忠誠度,所以銷售情況不好。無限向下延伸的結果是對品牌價值的掠奪性剝削,最終會降低銷售和市場份額,損害企業形象。

A brand's distinctive and unique personality is the foundation and basis for building a strong brand. When a brand's unique personality is gradually accepted by consumers and formed brand loyalty, it is not easy to change. The higher the consumers' preference and loyalty to the brand, the more likely the brand extension products will be recognized and accepted by the target consumers. But improper extension often dilutes the brand personality and quickly disintegrates the target consumer group's preference and loyalty to the brand. The slogan "goldlion, man's world" reveals the core proposition and brand positioning of the product. When the exquisite "golden lilies" women's leather bags come on the market, they dilute the characteristics of the brand. It undermines the brand's macho masculinity and doesn't win over women.

The number of products of a brand has increased from a few to dozens. With the increase of such quantity, the number of inventory varieties of packaged consumer goods increases day by day. However, retailers cannot provide more shelf space for a single category just because it has more products. As manufacturers' reputations decline, retailers are allocating more and more shelf space to their own-brand products. Competition among manufacturers for the remaining limited resettlement space has increased total promotional expenses and shifted profits to increasingly powerful retailers.

Blind and excessive brand extension will cause heavy burden to enterprises and psychological conflict to consumers. From the perspective of the enterprise itself, excessive product extension means that the enterprise enters into new areas or launches new products in a short time, which has high requirements on the human, material and financial resources of the enterprise. Especially in the field of high-tech product production, it is a complex and difficult problem to solve for the enterprise how to gather high-tech talents in a short time, how to get financing quickly, and whether to occupy the technological commanding heights of the industry quickly. Once the brand extension strategy is not properly applied, not only the brand advantage is difficult to display, but also the enterprise scale can be blindly expanded, falling into the management deadlock of "dinosaur disease". For consumers, if the brand extension width is too large, consumers will have psychological conflicts. Consumers can only buy one or neither, which damages the overall brand image.

As companies roll out new extensions, managers should strengthen research into consumer behavior to ensure that new products build and strengthen consumer loyalty rather than undermine it. By carefully analyzing the retail data, the manager can identify which inventory brands in the product line are the core product replacement or replenishment and how the demand for a certain inventory variety decreases.

From the beginning to the end of the value chain, the absolute and incremental costs involved in the production and sale of each inventory variety are studied in detail, and the sales and cost increase brought about by the addition of a new inventory variety is compared with the loss and cost savings of sales that do not do so.

The premise of brand extension is to correctly evaluate the visibility, reputation and market share of existing brands. If the parent brand does not have brand advantages, does not have a certain market share, and does not have high popularity and reputation, there is no brand extension qualification and possibility. Because the original brand is not strong enough to impress consumers, and it is impossible to use new products to enter the market. In the case that the computer industry initially operated by giant group did not obtain absolute advantages, it rushed to enter into the biological health products and real estate market, resulting in excessive decentralization of resources such as enterprise, people, wealth and materials, as well as management chaos and "blossom without result", which plunged the promising enterprise into many crises.

The core value of a brand refers to the eternal nature, essence and soul of a brand. It is the deepest content in the brand connotation, which is formed in the long term and will not be changed due to the extension of the brand to other product fields. Brand extension, whether in the same industry field or in different industry fields, whether upward, downward or two-way extension. As long as a new product is added to a brand name, it must conform to or strengthen its brand connotation and adapt to the core value of the brand.

Enterprises operating two or more competing brands are positioned in different market segments, which can fully adapt to the differentiation of the market and meet the diversified demands of consumers. Multi-brand strategy can effectively overcome the problems of brand extension strategy, such as reducing brand image and disturbing brand positioning. For example, various brands of procter & gamble have different brand cores and target customers. The core value of rejoice is "submissiveness", "dandruff removal" and "sterilization".

Brand extension enters into a new product field. If the whole industry of new products has a strong big brand, it will be difficult to extend success only by the popularity, prestige and core value of the brand. Adopt differentiation strategy to innovate products and concepts. Without direct conflict with rivals, brand extension is easy to succeed.

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