Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Secondary Brand Association - Leveraging Secondary Brand Associations to Build Brand Equity
Similar to Secondary Brand Association - Leveraging Secondary Brand Associations to Build Brand Equity (20)
Recently uploaded
Recently uploaded (20)
Secondary Brand Association - Leveraging Secondary Brand Associations to Build Brand Equity
- 1. Leveraging Secondary Brand Associations to Build Brand Equity Leveraging Association Sources Case SumUp Question Chapter 7
- 2. Leveraging Association Sources Case SumUp Question Conceptualizing the Leveraging Process Related Person Source of Factor Place Thing Other Brands
- 3. Leveraging Sources Case SumUp Question Secondary Brand Association Create Strong Favorable & Unique Association Create Positive Response if Existing One Fails Reinforce Existing Association Association
- 4. Leveraging Association Sources Case Sumup Question Company 01 02 03 Create a New Brand Adopt or Modify an Existing Brand Combine Existing Brand with The New One
- 5. Leveraging Association Sources Case Sumup Question Country of Origin & Other Geographic Areas 01 02 03 Can Be Linked To The Brand To Generate Secondary Associations Can Create Strong Points-of-difference Value Maximisation is Highest
- 6. Leveraging Association Sources Case Sumup Question Channels of Distribution More Customer Base New Channels of Distribution IMAGE TRANSFER Process
- 7. Leveraging Association Sources Case Sumup Question Co-Branding Two or More Existing Brands are Combined into A Joint Product or are Marketed Together in Some Fashion
- 8. Leveraging Association Sources Case Sumup Question Licensing Name Logo Character Calvin Klain Coca Cola Ralph Lauren Disney Consumer Products Create Contractual Agreements Legal Protection for Trademark Trademark Become Overexposed
- 9. Leveraging Association Sources Case Sumup Question Celebrity Endorsement Can Draw Attention To The Brand 04 03 02 01 Shape the Brand Perception Celebrity should have High Level of Visibility A rich set of Potentially Useful Associations & Judgments
- 10. Leveraging Association Sources Case Sumup Question Sporting, Cultural or Other Events Becoming Associated to the Brand and Improving Brand Awareness Improving the strength, favorability, and uniqueness of existing associations
- 11. Leveraging Association Sources Case Sumup Question Third Party Sources Involves linking the brand to various third party sources Example - Grey Goose's eventual success was a taste-test result from the Beverage Testing Institute that ranked Grey Goose as #1 IMPORTED VODKA
- 13. Leveraging Association Sources Case SumUp Question SHAKIB AL HASAN LIFEBUOY “KHELBE TIGER, JITBE TIGER” WORLD CUP 2019
- 14. Leveraging Association Sources Case SumUp Question The company that makes the product Where the product is made Related people, places, or things Where the product is purchased How easily the appropriate associations or responses to the entity transfer to the brand Consumer knowledge of the entity