品牌延伸關鍵成功因素之探討

The Exploration of the Key Successful Factors of Brand Extensions

丁瑞華(Jui-Hua Ting) ； 羅宗敏(Chung-Min Lo)

《全球管理與經濟》 2卷1期 (2006/06) Pp. 69-85

https://doi.org/10.6565/JGME.2006.2(1).4

摘要

品牌延伸是廠商行銷策略之重心，因市場產品充斥，新品牌上市費用高昂，失敗率高，零售空間獲得不易。因此，槓桿品牌權益之延伸策略成為廠商進入市場之捷徑。品牌延伸之優點是利用原品牌權益成功移轉至延伸產品上，擴大原品牌的銷售，增加原品牌的曝光率，降低產品的上市費用與失敗風險，正面的廣告效率與降低行銷成本，降低消費者知覺風險。但品牌延伸之缺點是負面聯想，對原品牌銷量造成競食效果，稀釋原品牌價值及錯失發展及建立新品牌的機會。本研究根據文獻探討，提出品牌延伸之關鍵成功因素，以降低品牌延伸所帶來之風險。

關鍵字

品牌延伸 ； 關鍵成功因素

並列摘要

Brand extension is the most popular marketing strategy; such a shortcut is often seen as beneficial because of the high trade pressure, increased introduction costs, high failure rate of new products, and limited retailer shelf space. The extend profit is to leverage the brand equity to achieve growth while reducing the cost of new product introduction, marketing cost, the risk of new product failure and customers perceived risk. But brand extensions may have the negative associations, cannibalize and dilute the brand value and the underexploited ideas of new products. From the literature review, we propose the key successful factors of brand extension for the firms to reduce the possibility of extension failure.

並列關鍵字

Brand extensions ； Key successful factors