Эффект "перелива": стратегические выгоды от расширения семейства торговых марок

Субрананьян Балачандер; Санджой Гос

Концептуальная основа;

Эмпирическая модель;

Анализ данных и выводы;

Обсуждение;

Выводы;

Построение бренда Архитектура брендов

Жизненный цикл Вывод на рынок

Медиапланирование Распределение бюджета

Сегменты рынка FMCG

Промышленность Пищевая промышленность

Аннотация

Одно из самых распространенных логических обоснований в пользу расширения семейства торговых марок стремление компаний использовать ценность существующих брендов для вывода на рынок новых успешных продуктов с относительно меньшими затратами. Более интересный стратегический аргумент в пользу расширения семейства торговых марок это возможное положительное воздействие новых продуктов на имидж материнской марки и, как следствие, выбор последней потребителем. В данной работе авторы анализируют наличие взаимных эффектов перелива , источником которых является реклама новых продуктов, выводимых на рынок в рамках расширения марочного семейства. В исследовании используются данные сканерной потребительской панели, а также изучается эффект перелива рекламы при принятии потребителем решения о выборе той или иной торговой марки. Также авторами даются рекомендации по управлению брендами и товарным рядом.

Журнал: «Маркетинг и маркетинговые исследования» — №4, 2003 (© Издательский дом Гребенников)

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Субрананьян Балачандер

Доцент маркетинга, имеет ученую степень по менеджменту, США.

Санджой Гос

Профессор маркетингна, США.

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