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LEVERAGING
SECONDARY BRAND
ASSOCIATIONS TO
BUILD BRAND EQUITY
ITC’s Triple Bottom Line Contribution Towards Building Econo...
Leveraging secondary
or related brand
associations
Choice of brand
elements
Marketing program
activities
Ways of building ...
Why are secondary brand associations important
To reinforce existing associations and
responses in a different and fresh w...
Secondary brand associations can be leveraged by linking the
brand to the following:
COMPANY
COUNTRY OF
ORIGIN AND
OTHER
G...
Secondary brand associations can be leveraged by linking the
brand to the following:
CHANNELS
OF
DISTRIBUTION
CO-BRANDING
Secondary brand associations can be leveraged by linking the
brand to the following:
LICENSING
CELEBRITY
ENDORSEMENT
Secondary brand associations can be leveraged by linking the
brand to the following:
SPORTING,
CULTURAL,
OR OTHER
EVENTS
T...
ITC’s Triple Bottom Line Contribution Towards Building
Economic and Environmental Capital for the Nation
Economic
Environm...
ITC’s e-Choupal initiative
The e-Choupal digital infrastructure
enables even small and marginal
farmers to access relevant...
ITC's e-Choupal is corporate
India's most ambitious rural
initiative ever
.
Partnering ITC in the network
are 37 companies...
How e-Choupal leverages the ITC brand name
• When the e-Choupal initiative was first launched
in 2000, in order to gain cr...
No e-Choupal
communication fails
to highlight ITC as it
is a source of much
brand equity
Linking e-Choupal to geographic locations
• ITC used the e-Choupal network to buy 18 grades of wheat
• Based on feedback a...
ITC e-Choupal and Co-branding
• Nagarjuna Fertilizers, Monsanto, Eicher, Hero Cycles, LIC and ICICI
Prudential have, among...
ITC e-Choupal leveraging third-party sources
• . The e-Choupal website makes
sure to give a full list and
succinct descrip...
ITC e-Choupal runs a series of
advertisements that highlight
the positive impact it has made
on the lives of famers in rur...
ITC’s website devotes an entire
subsection to e-Choupal under
its Agri-business section. The
page begins with a video on
t...
Unfortunately, ITC e-Choupal
does not enjoy a distinct
social media presence. It
does not have a separate
page on Facebook...
ITC e-Choupal in the news
This article emphasizes the positive impact that ITC e-Choupal
has had on farmers and the variou...
ITC e-Choupal on YouTube
6Overview of related articles and
videos
5 Review of e-Choupal’s ads and
website
4How secondary brand
associations apply t...
•Created by Nalini Kothari, IIM Lucknow, under the
guidance of Prof. Sameer Mathur, as part of the
course on Brand Managem...
Leveraging secondary brand associations to build brand equity
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Leveraging secondary brand associations to build brand equity

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Leveraging secondary brand associations to build brand equity

  1. 1. LEVERAGING SECONDARY BRAND ASSOCIATIONS TO BUILD BRAND EQUITY ITC’s Triple Bottom Line Contribution Towards Building Economic and Environmental Capital for the Nation Nalini Kothari | PGP31214 | Section B
  2. 2. Leveraging secondary or related brand associations Choice of brand elements Marketing program activities Ways of building brand equity
  3. 3. Why are secondary brand associations important To reinforce existing associations and responses in a different and fresh way Existing brand associations or resources are deficient
  4. 4. Secondary brand associations can be leveraged by linking the brand to the following: COMPANY COUNTRY OF ORIGIN AND OTHER GEOGRAPHIC AREAS
  5. 5. Secondary brand associations can be leveraged by linking the brand to the following: CHANNELS OF DISTRIBUTION CO-BRANDING
  6. 6. Secondary brand associations can be leveraged by linking the brand to the following: LICENSING CELEBRITY ENDORSEMENT
  7. 7. Secondary brand associations can be leveraged by linking the brand to the following: SPORTING, CULTURAL, OR OTHER EVENTS THIRD-PARTY SOURCES
  8. 8. ITC’s Triple Bottom Line Contribution Towards Building Economic and Environmental Capital for the Nation Economic Environmental Social  ITC believes that businesses can and must contribute to a larger societal purpose  Sustainable livelihood opportunities for around six million people  Many of them belong to the weakest sections of society ITC is committed to contribute to climate change mitigation and creation of natural capital  ITC has achieved and sustained the three global environmental distinctions of being water positive, carbon positive and solid waste recycling positive  Total shareholder returns over the last 17 years has grown at a compound annual growth rate of 26 percent  This has strengthened the company’s belief that it is possible to create shareholder value whilst serving society at the same time
  9. 9. ITC’s e-Choupal initiative The e-Choupal digital infrastructure enables even small and marginal farmers to access relevant knowledge, market prices, weather information and quality inputs Choupal Pradarshan Khet enables farmers to access best practices in agriculture and improve productivity The e-Choupal has empowered over 4 million farmers at 40,000 villages. It is a case study at Harvard Business School Choupal Saagars offer services such as procurement and storage, a store-front for agricultural equipment and personal consumption products, pharmacy, agro-extension clinics, fuel stations and so on
  10. 10. ITC's e-Choupal is corporate India's most ambitious rural initiative ever . Partnering ITC in the network are 37 companies, NGOs and state governments
  11. 11. How e-Choupal leverages the ITC brand name • When the e-Choupal initiative was first launched in 2000, in order to gain credibility and trust, it was always prefixed with the corporate brand ITC • This practice continues to date and all official communication about e-Choupal begins with the ITC brand name • The e-Choupal seeks to leverage ITC brand name to integrate rural areas into large corporate markets, and thus seeks to improve the standard of living in rural areas as well as the company’s earnings Notice how the e-Choupal logo capitalizes on brand ITC. The ITC logo comes above the e-Choupal logo and occupies a larger part of the space
  12. 12. No e-Choupal communication fails to highlight ITC as it is a source of much brand equity
  13. 13. Linking e-Choupal to geographic locations • ITC used the e-Choupal network to buy 18 grades of wheat • Based on feedback about regional tastes, they then blended these making use of their tobacco blending skills • Result: what they sell in the west is not what they sell in the north and the east ITC uses purposeful brand names such as Aashirvaad Select in the Northern market, Aashirvaad MP Chakki in the Western market and Aashirvaad in the Eastern market
  14. 14. ITC e-Choupal and Co-branding • Nagarjuna Fertilizers, Monsanto, Eicher, Hero Cycles, LIC and ICICI Prudential have, among others, used ITC's e-Choupal network for marketing their products
  15. 15. ITC e-Choupal leveraging third-party sources • . The e-Choupal website makes sure to give a full list and succinct description of the numerous awards it has won
  16. 16. ITC e-Choupal runs a series of advertisements that highlight the positive impact it has made on the lives of famers in rural India. It also touches the issue of women empowerment by stressing how it has made women financially independent and enabled the education of girls. ITC e-Choupal ads review
  17. 17. ITC’s website devotes an entire subsection to e-Choupal under its Agri-business section. The page begins with a video on the e-Choupal initiative and goes on to explain various aspects of the initiative. The page also provides links to various press reports. The colour palette of shades of green establishes on the very onset e-Choupal’s linkage to agriculture. ITC e-Choupal website review
  18. 18. Unfortunately, ITC e-Choupal does not enjoy a distinct social media presence. It does not have a separate page on Facebook. Even the ITC website only speaks about ITC’s various, non- tobacco brands. There is no mention of the e-Choupal initiative on the page that links to all other pages of ITC on social media. ITC e-Choupal social media presence
  19. 19. ITC e-Choupal in the news This article emphasizes the positive impact that ITC e-Choupal has had on farmers and the various services it provides: http://indiatoday.intoday.in/story/itc-e-choupal-initiative- changes-lives-of-farmers/1/194979.html This article speaks about the various innovations that ITC has carried out around its original business model for e-Choupal: http://www.businesstoday.in/magazine/cover-story/from- mandi-to-market/story/5599.html This article explain how ITC has leveraged IT to ensure that the Indian farmer goes truly global: http://www.nytimes.com/2004/01/01/world/india-s-soybean- farmers-join-the-global-village.html?_r=0 This article seeks to elucidate why businesses are focusing on rural and promotes the ITC e-Choupal example: http://www.wsj.com/articles/SB124643327175778655
  20. 20. ITC e-Choupal on YouTube
  21. 21. 6Overview of related articles and videos 5 Review of e-Choupal’s ads and website 4How secondary brand associations apply to e-Choupal 3 ITC’s e-Choupal initiative – An overview 2How secondary brand associations can be leveraged 1 Why secondary brand associations are important Recap
  22. 22. •Created by Nalini Kothari, IIM Lucknow, under the guidance of Prof. Sameer Mathur, as part of the course on Brand Management Disclaimer:

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