以品牌概念圖重新探討品牌向下延伸決策：建構品牌聯想為衡量指標

Reexamining Downward Line Extension Decisions through Brand Concept Maps: Brand Associations as Measurement Indicators

10.6226/NTURM2012.FEB.M11

黃哲盛(Je-Sheng Huang)；潘婉欣(Wan-Hsin Pan)

品牌向下延伸 ； 品牌概念圖 ； 品牌聯想 ； downward line extensions ； brand concept maps ； brand associations

臺大管理論叢

23卷1期（2012 / 12 / 01）

85 - 118

繁體中文

本研究運用品牌聯想的相關理論基礎，以事後觀點評析產品線向下延伸時使用「副品牌」或「新品牌」策略之適切性，及其可能的延伸風險。研究方法上，首次將John、Loken、Kim 與Monga（2006）所發展之品牌概念圖（Brand Concept Maps；BCM）運用在品牌延伸決策之探討，解析其品牌聯想內容與結構特性，建構衡量指標，分別是第一層品牌聯想的迴響性、相互關聯性、次級聯想數目與聯想強度，及跨品牌間跨層級的語意關聯性比較。本研究以精品業Prada推出之「新品牌」Miu Miu，及Giorgio Armani所延伸之「副品牌」Armani Exchange（A/E）為研究對象，並發展出如何診斷其延伸是否成功的命題。最後，學術貢獻與策略意涵、研究限制及後續建議，皆有深入討論。

Based on the methodology of Brand Concept Maps (BCM) proposed by John, Loken, Kim, and Monga (2006), for eliciting brand association networks from consumers and aggregating individual maps into a consensus map of the brand, this article aims to identify the reciprocal spillover effects between the parent brand and its downward line extensions and to reexamine under what strategic concerns companies launch new products as line extension or as second brand. The authors have conducted both qualitative and quantitative comparisons of the cognitive structures between consumers' BCMs to parent brand and to line extension brands. Two cases illustrated these examinations, i.e., the downward line extensions from Prada to MiuMiu and those from Giorgio Armani to Armani Exchange, respectively. The authors have developed some propositions for measuring the performance of downward line extension as well. The prospect academic contributions, implications of global branding strategies, research restrictions and further studies are also discussed.

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