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纯手工翻译〉

单一品牌延伸策略便于企业形象的统一，资金、技术的集中，减少营销成本，易于被顾客接受，但单一品牌不利于产品的延伸和扩大，且单一品牌一荣俱荣，一损俱损。而多品牌虽营运成本高、风险大，但灵活，也利于市场细分。宝洁公司名称P＆G宝洁没有成为任何一种产品和商标，而根据市场细分洗发、护肤、口腔等几大类，各以品牌为中心运作。多品牌的频频出击，使公司在顾客心目中树立起实力雄厚的形象。差异化营销宝洁公司经营的多种品牌策略不是把一种产品简单地贴上几种商标，而是追求同类产品不同品牌之间的差异，包括功能、包装、宣传等诸方面，从而形成每个品牌的鲜明个性。这样，每个品牌有自己的发展空间，市场就不会重叠。

Sole brand expanding strategic will facilitate to unify enterprises image , concentrate capital and technology , reduce marketing costs and would be easily acceptable by customers. However sole brand would obstruct products extension and spread and achievement of individual product will also influence all series accordingly. The multi-brands possess characters as high cost and risk, but has flexibility and will help market segmentation. P&G company doesn’t use proper name to any subordinate products. However, such company has subdivided markets in several categories shampoo, skincare, oral care etc, each category runs in centre of proper brand. Through multi-brands occupying markets, company stands up a powerful impression to customers. Differentiated marketing as P&G’s multi-brand strategic is not only putting different trademarks on one product, but also pursuing diversities in different brands for similar products, including function, packing, propaganda etc. In this way, each brand will set up distinct character and extend own developing trend , consequently, the market will not be overlapped.