Measuring Brand Meaning
本文提出一种基于分类的方法，帮助营销人员识别品牌意义的关键要素，以指导品牌延伸决策。该方法能找出品牌最核心的属性以及品牌“不能”是什么。
<h3>ABSTRACT</h3> Brand extensions constitute an estimated 95% of the 16,000 launched in the United States every year. In the research described here, the authors introduce a categorization-based procedure to help marketers identify key elements of a brand9s meaning for purposes of extension. The procedure identifies attributes that are ‘most definitive’ of the brand - and also what the brand ‘cannot’ be. First they discuss the concept of ‘fit’, then describe the procedure and illustrate its use.