當拜倫．夏普的品牌成長理論遇上新產品

拜倫．夏普（Byron Sharp）特別主張影響品牌成功的關鍵是市場滲透成長，而非品牌忠誠。雖然他的建議聚焦在如何讓既有品牌成長，但行銷人應該要想想，他的法則是否能應用在新產品開發上？也就是說，行銷人是否能夠利用夏普的法則發行成功的新產品？Byron Sharp asserts that it is penetration growth and not loyalty that is critical to brand success. While Sharp’s advice focuses on how to grow existing brands, marketers should be asking if his principles apply to new product development as well. In other words, can marketers use Sharp’s principles to help them launch successful innovations?

從定義上來看，所謂的「新產品」在上市時並不具有既有消費者，因此關於留住既有消費者比較有用，還是吸引更多消費者比較有用的爭論，並不適用在新產品上。同樣地，除非新產品是原有產品線或品牌的延伸產品，消費者可以從母品牌的記憶結構獲得相關聯想，否則新產品在消費者心中並沒有一組記憶結構。然而在高比例的新產品是產品線或品牌延伸產品的情況下，我們可以合理推論夏普的法則應該也能應用在新產品上。
By definition, a new product does not have an existing buyer base at the time of launch and therefore the arguments about the relative merits of customer retention vs. acquisition do not apply. Likewise, an innovation does not have a memory structure in the minds of consumers – unless it is a line or brand extension, in which case a memory structure may be inferred from the parent brand.
However, given the high proportion of new product launches that are either a line or brand extension, we can make logical connections as to how several of Sharp’s principles should apply to innovation.
 

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