2. INTRODUCTION
Brand leveraging strategy uses the power of an existing
brand name to support a company`s entry into a new,
but related, product category.
It is extending a well-known brand name to other
products.
3.
4.
5. CONCEPTUALISING THE
LEVERAGE PROCESS
• Creation of New Brand Associations
• Effects on Existing Brand Knowledge
– Awareness & Knowledge of the Entity
– Meaningfulness of the Knowledge of the Entity
– Transferability of the Knowledge of the Entity
6. BRAND LEVERAGING
STRATEGIES
Strategy of Company
Country of Origin & other Geographical areas
Channels of Distribution
Co-branding
Licensing
Celebrity endorsement
Sporting, Cultural or other events
Stretching the Brand Vertically
Line Extension
Brand Extension
Overleveraging
