. "\u30D6\u30E9\u30F3\u30C9\u62E1\u5F35"@ja . . . . . "Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category. In the 1990s, 81 percent of new products used brand extension to introduce new brands and to create sales. Launching a new product is not only time-consuming but also needs a big budget to create brand awareness and to promote a product's benefits. Brand extension is one of the new product development strategies which can reduce financial risk by using the parent brand name to enhance consumers' perception due to the core brand equity. While there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity. Most of the literature focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family. A brand's \"extendibility\" depends on how strong consumer's associations are to the brand's values and goals. Ralph Lauren's Polo brand successfully extended from clothing to home furnishings such as bedding and towels. Both clothing and bedding are made of linen and fulfill a similar consumer function of comfort and hominess. Arm & Hammer leveraged its brand equity from basic baking soda into the oral care and laundry care categories. By emphasizing its key attributes, the cleaning and deodorizing properties of its core product, Arm & Hammer was able to leverage those attributes into new categories with success. Another example is Virgin Group, which was initially a record label that has extended its brand successfully many times; from transportation (aeroplanes, trains) to games stores and video stores such as Virgin Megastores. Product extensions are versions of the same parent product that serve a segment of the target market and increase the variety of an offering. An example of a product extension is Coke vs. Diet Coke in the same product category of soft drinks. This tactic is undertaken due to the brand loyalty and brand awareness associated with an existing product. Consumers are more likely to buy a new product that has a reputable brand name on it than buy a similar product from a competitor without a reputable brand name. Consumers receive a product from a brand they trust, and the company offering the product can increase its product portfolio and potentially gain a larger share in the market in which it competes."@en . . . . . . . . . . . "Markentransfer"@de . "\u30D6\u30E9\u30F3\u30C9\u62E1\u5F35 (brand extension)\u307E\u305F\u306F\u30D6\u30E9\u30F3\u30C9\u30B9\u30C8\u30EC\u30C3\u30C1\u30F3\u30B0 (brand stretching)\u306F\u3001\u78BA\u7ACB\u3055\u308C\u305F\u30A4\u30E1\u30FC\u30B8\u3092\u6301\u3064\u88FD\u54C1\u3092\u6301\u3064\u4F1A\u793E\u304C\u3001\u7570\u306A\u308B\u88FD\u54C1\u30AB\u30C6\u30B4\u30EA\u3067\u540C\u3058\u30D6\u30E9\u30F3\u30C9\u540D\u3092\u4F7F\u7528\u3059\u308B\u30DE\u30FC\u30B1\u30C6\u30A3\u30F3\u30B0\u6226\u7565\u3067\u3042\u308B\u3002\u65B0\u88FD\u54C1\u306F\u30B9\u30D4\u30F3\u30AA\u30D5 (spin-off)\u3068\u547C\u3070\u308C\u308B\u3002 \u7D44\u7E54\u306F\u3053\u306E\u6226\u7565\u3092\u4F7F\u7528\u3057\u3066\u3001\u30D6\u30E9\u30F3\u30C9\u30A8\u30AF\u30A4\u30C6\u30A3\uFF08\u5B9A\u7FA9\uFF1A\u6709\u540D\u306A\u540D\u524D\u304B\u3089\u306E\u7D14\u8CC7\u7523\u3068\u9577\u671F\u7684\u306A\u6301\u7D9A\u53EF\u80FD\u6027\uFF09\u3092\u5897\u3084\u3057\u3066\u6D3B\u7528\u3059\u308B\u3002\u30D6\u30E9\u30F3\u30C9\u62E1\u5F35\u306E\u4E8B\u4F8B\u3068\u3057\u3066\u306F\u3001\"\u30B8\u30A7\u30ED\u30FB\u30BC\u30E9\u30C1\u30F3\" \u304C\"\u30B8\u30A7\u30ED\u30FB\u30D7\u30C7\u30A3\u30F3\u30B0\u30FB\u30DD\u30C3\u30D7\"\u3092\u767A\u58F2\u3059\u308B\u3053\u3068\u3067\u3042\u308B\u3002\u30D6\u30E9\u30F3\u30C9\u540D\u306E\u8A8D\u77E5\u5EA6\u3092\u9AD8\u3081\u3001\u8907\u6570\u306E\u88FD\u54C1\u30AB\u30C6\u30B4\u30EA\u306E\u88FD\u54C1\u304B\u3089\u306E\u53CE\u76CA\u6027\u3092\u9AD8\u3081\u308B\u6226\u7565\u3067\u3042\u308B\u3002 1990\u5E74\u4EE3\u306B\u306F\u3001\u65B0\u88FD\u54C1\u306E81\uFF05\u304C\u30D6\u30E9\u30F3\u30C9\u62E1\u5F35\u3092\u4F7F\u7528\u3057\u3066\u3001\u65B0\u3057\u3044\u30D6\u30E9\u30F3\u30C9\u3092\u5C0E\u5165\u3057\u3001\u58F2\u308A\u4E0A\u3052\u3092\u4F38\u3070\u3057\u305F\u3002 \u65B0\u88FD\u54C1\u306E\u767A\u58F2\u306B\u306F\u6642\u9593\u304C\u304B\u304B\u308B\u3060\u3051\u3067\u306A\u304F\u3001\u30D6\u30E9\u30F3\u30C9\u306E\u8A8D\u77E5\u5EA6\u3092\u9AD8\u3081\u3001\u88FD\u54C1\u306E\u30E1\u30EA\u30C3\u30C8\u3092\u4FC3\u9032\u3059\u308B\u305F\u3081\u306B\u591A\u984D\u306E\u4E88\u7B97\u304C\u5FC5\u8981\u306B\u306A\u308B\u3002 \u30D6\u30E9\u30F3\u30C9\u62E1\u5F35\u306F\u3001\u89AA\u30D6\u30E9\u30F3\u30C9\u540D\u3092\u4F7F\u7528\u3057\u3066\u4E2D\u6838\u30D6\u30E9\u30F3\u30C9\u306E\u30A8\u30AF\u30A4\u30C6\u30A3\u306B\u3088\u308B\u6D88\u8CBB\u8005\u306E\u8A8D\u8B58\u3092\u9AD8\u3081\u308B\u3053\u3068\u306B\u3088\u308A\u3001\u8CA1\u52D9\u30EA\u30B9\u30AF\u3092\u8EFD\u6E1B\u3067\u304D\u308B\u65B0\u88FD\u54C1\u958B\u767A\u6226\u7565\u306E1\u3064\u3067\u3042\u308B\u3002"@ja . . . "\u062A\u0648\u0633\u064A\u0639 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062A\u062C\u0627\u0631\u064A\u0629"@ar . . . "Brand extension"@en . "Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category."@en . "\u5EF6\u4F38\u54C1\u724C"@zh . 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"Een merkextensie is de marketinguitbreiding van de eigenschappen van een bepaald merk buiten het bestaande assortiment. Een merkextensie heeft als voorwaarde om succesvol te zijn dat de merkwaarden ook relevant zijn voor het nieuwe product. In de ideale situatie versterkt de extensie op haar beurt ook weer het initi\u00EBle aanbod. Merkextensies hebben aan populariteit gewonnen doordat de financi\u00EBle risico's en de kosten van adverteren en promotie sterk gestegen zijn. Er worden echter al sinds circa 1990 vraagtekens gezet of er ook geen risico's aan merkextensies verbonden zijn. De merkwaarde van een merk zou schade kunnen ondervinden van niet succesvolle merkextensies. Dit laatste lijkt vooral het geval te zijn indien de merkextensie niet aansluit bij de waarden die in het originele merk aanwezig zijn. Een fictief voorbeeld hiervan is als Harley-Davidson actief zou worden in de luier-industrie. Ondanks de toegenomen populariteit van merkextensies zijn productextensies nog steeds de grootste categorie binnen innovaties. haalt een onderzoek aan waaruit blijkt dat van alle (Amerikaanse) nieuwe introducties 89% extensies van bestaande producten betreft en het slechts in 6% van de gevallen om merkextensies gaat. De introductie van geheel nieuwe merken vormen volgens dit onderzoek met 5% de kleinste categorie van innovaties. Merkextensies verschillen van productextensies doordat deze laatste groep slechts een variant van het originele product dat in dezelfde productcategorie gelanceerd wordt."@nl . . . . . "Markentransfer, auch Markendehnung genannt, ist die \u00DCbertragung einer Marke auf neue Produkte oder Produkte, die nicht urspr\u00FCnglich mit dieser ausgezeichnet waren, sowie der Transfer einer Marke auf neue geographische M\u00E4rkte. In der Praxis des Markenmanagement werden meist zwei klassische Typen von Markentransfer unterschieden: \n* Markenerweiterung \n* Produktlinienerweiterung Daneben kann eine Marke auch r\u00E4umlich, d. h. auf neue geographische M\u00E4rkte ausgedehnt werden (vgl. Ansoff-Matrix)."@de . . . . "Markentransfer, auch Markendehnung genannt, ist die \u00DCbertragung einer Marke auf neue Produkte oder Produkte, die nicht urspr\u00FCnglich mit dieser ausgezeichnet waren, sowie der Transfer einer Marke auf neue geographische M\u00E4rkte. Der Markentransfer stellt eine der beiden Basisstrategien zur Einf\u00FChrung neuer Produkte und Dienstleistungen dar (Fuchs 2004, S. 3f). Im Gegensatz zur Neumarkenstrategie, bei der eine neue Marke f\u00FCr das einzuf\u00FChrende Produkt bzw. die einzuf\u00FChrende Dienstleistung erdacht wird, \u00FCbertr\u00E4gt man beim Markentransfer einen bereits etablierten Markennamen auf das neue Produkt bzw. die neue Dienstleistung. Werden zwei oder mehr Marken zur Einf\u00FChrung neuer Produkte oder Dienstleistungen eingesetzt, so ist h\u00E4ufig von einer die Rede. In der Praxis des Markenmanagement werden meist zwei klassische Typen von Markentransfer unterschieden: \n* Markenerweiterung \n* Produktlinienerweiterung Daneben kann eine Marke auch r\u00E4umlich, d. h. auf neue geographische M\u00E4rkte ausgedehnt werden (vgl. Ansoff-Matrix)."@de . . . . . . . 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. . "\u54C1\u724C\u5EF6\u4F38 \u662F\u6307\u54C1\u724C\u5F62\u6210\u4E4B\u5F8C\uFF0C\u4F7F\u7528\u73B0\u6709\u7684\u54C1\u724C\u540D\u79F0\uFF0C\u904B\u7528\u54C1\u724C\u672C\u8EAB\u5177\u6709\u7684\u5F71\u97FF\u529B\uFF0C\u5C07\u5176\u904B\u7528\u5230\u76F8\u95DC\u7522\u54C1\u6216\u985E\u5225\u4E2D\u53BB\u7684\u4F01\u696D\u767C\u5C55\u7B56\u7565\u3002\u4F8B\u5B50: \u7687\u99AC\u8DB3\u7403\u968A\u8CE3\u904B\u52D5\u670D\u88DD\u3002"@zh . . . . . "Een merkextensie is de marketinguitbreiding van de eigenschappen van een bepaald merk buiten het bestaande assortiment. Een merkextensie heeft als voorwaarde om succesvol te zijn dat de merkwaarden ook relevant zijn voor het nieuwe product. In de ideale situatie versterkt de extensie op haar beurt ook weer het initi\u00EBle aanbod. Merkextensies verschillen van productextensies doordat deze laatste groep slechts een variant van het originele product dat in dezelfde productcategorie gelanceerd wordt."@nl . .