替代命名策略：家族与个人品牌名称,Management Decision

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替代命名策略：家族与个人品牌名称
Management Decision ( IF 4.1 ) Pub Date : 1989-06-01 , DOI: 10.1108/00251748910132638
C.J. Roberts , Gael M. McDonald

消费品市场竞争加剧，导致太多品牌追逐过少的消费者。为了减轻利润压力以及品牌和产品范围的获利能力，建议营销人员重新检查其关于品牌命名的政策以及与这些政策相关的附带成本。每个新产品真的有必要单独命名吗？如果是，那么此决定的战略和财务意义是什么？为什么某些公司的做法是诉诸一串无关的品牌名称，而其他公司的做法是使用伞形姓氏，无论有无，品牌名称作为后缀？这些问题的答案绝非显而易见，仔细检查与命名政策有关的问题并不能产生任何共识，更不用说确定的方法了。本文旨在描述营销人员采用的替代命名策略，并重点关注那些优先考虑姓氏而不是个性化品牌名的注意事项。本文最后提出了一些建议，这些建议是从当前的文献和营销人员的经验中得出的，目的是确定可能影响更合适的命名政策制定的情况。

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Alternative Naming Strategies: Family versus Individual Brand Names

Increased competition in the consumer goods marketplace has resulted in too many brands chasing too few consumers. In an attempt to ease pressure on margins, and both brand and product range profitability, marketers would be well advised to reinspect their policies towards brand naming and the attendant costs associated with those policies. Is it really necessary for each new product to be individually named? If it is, then what are the strategic and financial implications of this decision? Why is it that the practice in some companies is to resort to a string of unrelated brand names whereas the practice elsewhere is to use an umbrella family name, with or without, a brand name as a suffix? The answers to such questions are by no means obvious and closer inspection of the issues relating to naming policy fails to yield any consensus let alone a definitive approach. This article seeks to depict the alternative naming strategies engaged by marketers and to focus on those considerations that would favour a family name in preference to an individualised brand name. The article concludes with recommendations that are drawn from current literature and the experience of marketers with a view to determining those circumstances that may influence the formulation of a more appropriate naming policy.

更新日期：1989-06-01

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