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Portuguese translation: extensão da marca

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00:55 Aug 9, 2021
English to Portuguese translations [PRO]
Marketing - Marketing / Market Research
Additional field(s): Business/Commerce (general), Retail
English term or phrase: downward stretching
Definition from MBA Skool:
It occurs when a new product is introduced into an already established line of products. Often the new product is launched at a lower price point than its peers in the same brand. The objective of downward stretching is to use the brand equity or existing positive brand image of an existing line of products to launch new items.

Example sentence(s):
  • However there are significant dangers to downward stretching, particularly for a prestige brand, including: product cannibalization of their higher-margin products, overall deterioration in their brand image, needing to support multiple products in the marketplace, or multiple positionings. Marketing Study Guide
  • A more serious problem with downward stretching is that the new low-end item might eat away at the sales of or cannibalize the company's higher-end items, leaving the company worse off. ZABANGA Marketing
  • In the year 2008, TATA motors had launched their car price at Rs.1 lakh. Initially they had targeted the upper and middle class consumers for the models SUMO and Indica , the launch of NANO indicates downward stretching, where TATA extended its products to the lower class category of consumers. CareerRide.com
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Question posted on behalf of translation team:
GBK marketing and advertising specialistsGBK marketing and advertising specialists


This question is closed

Portuguese translation:extensão da marca
Definition:
Uma extensão de marca é uma estratégia de branding e de marketing que utiliza uma marca já existente (uma marca umbrella) para o lançamento de outro produto sob o mesmo nome, mas noutra categoria de produtos.
Selected response from:

Bianca Dedini
Brazil
Grading comment
4 KudoZ points were awarded for this answer



Summary of translations provided
3 +2extensão da marca
Bianca Dedini
4Vândalo da marca
MARCOS BAZILIO


  

Translations offered


1 day 17 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +2
extensão da marca


Definition from Summa Blog:
Uma extensão de marca é uma estratégia de branding e de marketing que utiliza uma marca já existente (uma marca umbrella) para o lançamento de outro produto sob o mesmo nome, mas noutra categoria de produtos.

Example sentence(s):
  • Como vemos, uma extensão de marca não é um processo fácil. Mas para vencer é preciso arriscar, certo? Arrisquemos sempre com um estudo prévio e com uma estratégia suportada por dados e informações. De facto, uma extensão de marca é uma das vertentes mais complicadas do branding. - Summa Blog  
Bianca Dedini
Brazil
Local time: 03:12
Native speaker of: Native in PortuguesePortuguese
PRO pts in category: 4

Votes in favor of/against selecting this as the best translation of the term asked
Yes  Erlinda Kofazu
4 days
  -> Thanks Erlinda!
Yes  Silvia Martins
32 days
  -> Thanks, Silvia!
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3 days 18 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5
Vândalo da marca


Definition from Administradores.com:
Há ainda um quinto tipo de extensão, chamada de vândalo da marca, mais difíceis de detectar. Vândalos são aqueles produtos que, ao contrário do "dreno", prejudicam a imagem da marca. Geralmente isso acontece quando o desempenho é inferior ao esperado ou vão de contra os valores centrais da marca. Ex: Mercedes Classe A

Muito próximo este exemplo do Mercedes Classe A frente ao exemplo do Nano da Tata Motors.

Example sentence(s):
  • Há ainda um quinto tipo de extensão, chamada de vândalo da marca, mais difíceis de detectar. Vândalos são aqueles produtos que, ao contrário do "dreno", prejudicam a imagem da marca. Geralmente isso acontece quando o desempenho é inferior ao esperado ou vão de contra os valores centrais da marca. Ex: Mercedes Classe A - Administradores.com  
MARCOS BAZILIO
Brazil
Local time: 03:12
Native speaker of: Native in PortuguesePortuguese
PRO pts in category: 32
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