公司名称对新品牌引入的影响

多品牌公司在决定引入新品牌时,往往要考虑是否联合使用公司名称(corporate endorsement)。在现实当中,一些公司在新品牌的广告和包装上,显著标明公司名称,而一些公司则选择完全相反的做法。那么,究竟这些不同的做法都是出于哪些考虑呢?本文考察了新品牌引入是否使用公司名称的三项主要条件,以及由此带来的营销启示。

The Influence of Company Name on the New Brand Introduction

Multi - branding company usually has to decide whether to use the corporate name to endorse a newly introduced brand. In reality, some companies put their name conspicuously in the new brand advertisement and its package, whereas some others are doing the opposite. There arises the question that what are the underlying considerations for the different practices. This paper has examined three conditions which could be used by the companies to decide whether to use corporate endorsement. Some marketing implications have also been proposed in this paper.