美国商业论文代写：品牌管理策略

美国商业论文代写：品牌管理策略

品牌资产为品牌提供了更强大和可持续的市场差异优势（Chay 1988）。这是因为，通过品牌延伸的过程（Tauber，1981），如果目标客户群相同，那么知名品牌就有可能获得溢价。简单来说，品牌延伸意味着现有品牌被用于向该品牌所服务的类似客户群推销新产品。尽管扩展可能会影响现有销售（Aaker＆Keller，1990），但强大的品牌资产有助于其避免，正如研究所证明的那样。

美国商业论文代写：品牌管理策略

The success of brand management strategies lie in the effective and efficient segmentation, targeting as well as positioning of the brand (Lane & Sutcliffe, 2006). It is not a one time process but an ongoing process which call for substantial planning as well as efforts. Respected brands have high brand equity. Brand equity can be defined as the complete set of behaviors and associations on the part of the brand’s consumers, channel members, as well as Parent Corporation on a joint basis that assists the brand in commanding greater volumes and higher margins than in the case of absence of brand.

Brand Equity equips the brand with a much stronger as well as sustainable differential advantage in the market (Chay 1988). It is because well established brands have the potential to command premiums provided that the target customer base is the same, through the process of brand extensions (Tauber, 1981). In simple terms, brand extensions imply that an existing brand is used to market a new offering to a similar customer base which the brand had been catering to. Though there is the risk of cannibalization of existing sales by the extension (Aaker & Keller, 1990), strong brand equity assists in its avoidance as proved by research.