7 leveraging brand

8/18/2019 7 Leveraging Brand

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CHAPTER: 7LEVERAGING

SECONDARY BRAND

ASSOCIATIONS TOBUILD BRAND EQUITY



• To understand te !"#ortan$e o% se$ondar& 'rand

asso$!at!ons !n 'u!(d!n) 'rand e*u!t&

• To understand te $on$e#t o% (e+era)!n) 'rand

ent!t!es as se$ondar& 'rand asso$!at!ons !n

'u!(d!n) 'rand e*u!t&

• To understand te !"#(!$at!ons o% (e+era)!n)

se$ondar& 'rand asso$!at!ons !n "ana)!n)'rand!n) strate)!es

LEARNINGOBJECTIVES



Pre+!e,

Bu!(d!n) 'rand e*u!t& :

Brand E(e"ents-ar.et!n)Pro)ra"

A$t!+!t!es /0Ps1

Le+era)e o%re(ated or

se$ondar& 'randasso$!at!on

To $reat!n) stron)2 %a+ora'(e2 and un!*ueasso$!at!ons or #os!t!+e res#onses !% e3!st!n)

'rand asso$!at!ons or res#onses are de4$!ent !n



Creat!n) Se$ondar& Brand 5no,(ed)e

• 6e $an $reate se$ondar& 'rand .no,(ed)e '& (!n.!n) te'rand to te %o((o,!n) :

8 Co"#an!es /trou) 'rand!n) strate)!es1

98 Countr!es or oter )eo)ra#!$ areas /trou)!dent!4$at!on o% #rodu$t or!)!n1

8 Canne(s o% d!str!'ut!ons / trou) $anne( strate)&1

08 Oter 'rands /trou) $o;'rand!n)1

<8 Cara$ters /trou) (!$ens!n)1=8 S#o.es#ersons /trou) endorse"ent1

78 E+ents /trou) s#onsors!#1

>8 Oter t!rd;#art& sour$es /trou) a,ard or re+!e,s1



Se$ondar& Sour$es o% Brand5no,(ed)e



• Creat!on o% Ne, Brand Asso$!at!ons

• E?e$ts on E3!st!n) Brand 5no,(ed)e

8 A,areness and .no,(ed)e o% te ent!t&

98 -ean!n)%u(ness o% te .no,(ed)e o% te ent!t&8 Trans%era'!(!t& o% te .no,(ed)e o% te ent!t&

• Gu!de(!nes –. Commonality : $onsu"ers a+e asso$!at!ons to

anoter ent!t& tat are $on)ruent ,!t des!red'rand asso$!at!ons

–. Complementary : o, "u$ +a(ue o% te ent!t&'rand ,ou(d add to te e3!st!n) 'rand8

Con$e#tua(!@!n) te Le+era)!n)Pro$ess



Understanding Transfer of Brand Knowledge



• Brand!n) strate)!es are an !"#ortantdeter"!nant o% te stren)t o%asso$!at!on %ro" te 'rand to te

$o"#an& and an& oter e3!st!n) 'rands8• Tree "a!n 'rand!n) o#t!ons e3!st %or a

ne, #rodu$t :

8 Create a ne, 'rand98 Ado#t or "od!%& an e3!st!n) 'rand

8 Co"'!ne an e3!st!n) and a ne, 'rand

8 Co"#an&


http://slidepdf.com/reader/full/7-leveraging-brand 10/32Un!(e+ers I$on



Virgin Core Values:• Va(ue %or "one&• Qua(!t&• Inno+at!on• un• Sense o%

$o"#et!t!+e

$a((en)e



• Te $ountr& or )eo)ra#!$ (o$at!on %ro" ,!$!t or!)!nates "a& a(so 'e$o"e (!n.ed to te'rand and )enerate se$ondar& asso$!at!ons

• -an& $ountr!es a+e 'e$o"e .no,n %ore3#ert!se !n $erta!n #rodu$t $ate)or!es or %or$on+e&!n) a #art!$u(ar t&#e o% !"a)e

• Consu"er $an #!$. and $oose 'rands

or!)!nat!n) !n d!?erent $ountr!es2 'ased onte!r 'e(!e%s a'out te *ua(!t& o% $erta!n t&#eso% #rodu$ts %ro" $erta!n $ountr!es or te !"a)etat tese 'rands or #rodu$ts $o""un!$ate

98 Countr& o% Or!)!n and OterGeo)ra#!$ Areas



JAPAN

USA

ITALY

PARIS

IRISH



• Canne(s o% d!str!'ut!on $an d!re$t(&a?e$t te e*u!t& o% te 'rand te&se(( 'e$ause o% $onsu"ers

asso$!at!on (!n.ed to te reta!( stores8

• Be$ause asso$!at!ons to #rodu$tassort"ent2 #r!$!n) and $red!t #o(!$&2

*ua(!t& o% ser+!$e2 reta!(ers a+e te!ro,n 'rand !"a)es !n $onsu"ers"!nds

8 Canne(s o% D!str!'ut!on



HONDA MOTOR DISTRIBUTOR



Amanda Brownies K!s



• E3!st!n) 'rand (e+era)e asso$!at!ons '& (!n.!n) !tse(% to

oter 'rands %ro" te sa"e or d!?erent $o"#an&

• Co "randing or "rand "ndling or "rand allian#es: ,en

t,o or "ore e3!st!n) 'rands are $o"'!ned !nto a o!nt#rodu$t or are "ar.eted to)eter !n so"e %as!on8

• Gu!de(!nes : – Bot 'rands sou(d a+e ade*uate 'rand a,areness2 su$!ent(& stron)2

%a+ora'(e 2 un!*ue asso$!at!ons2 #os!t!+e $onsu"er ud)"ents and %ee(!n)s

– Lo)!$a( 4t 'et,een te t,o 'rands and $o"'!ned to "a3!"!@es te

ad+anta)es o% te !nd!+!dua( 'rands ,!(e "!n!"!@!n) te d!sad+anta)es

– -ar.eters "ust ensure te r!)t .!nd o% 4t !n +a(ues2 $a#a'!(!t!es2 and )oa(s

– -ar.eters need deta!(ed #(ans to (e)a(!@e $ontra$ts2 "a.e 4nan$!a(

arran)e"ent 2 and $oord!nates "ar.et!n) #ro)ra"

08 Co;Brand!n)



• Ingredien Branding : $reates 'rand e*u!t& %or "ater!a(s2 $o"#onents2or #arts tat are ne$essar!(& $onta!ned ,!t!n oter 'randed #rodu$ts8

• Gu!de(!nes :

8 Consu"ers "ust 4rst #er$e!+e tat te !n)red!ent "atters to te#er%or"an$e and su$$ess o% te end #rodu$t8 Te !ntr!ns!$ +a(ue !s

+!s!'(e or eas!(& e3#er!en$ed98 Consu"ers "ust ten 'e $on+!n$ed tat not a(( !n)red!ent 'rand are

te sa"e and tat te !n)red!ent !s su#er!or8 Te !n)red!ent ,ou(da+e an !nno+at!on or so"e oter su'stant!a( ad+anta)e o+er e3!st!n)a(ternat!+es

8 A d!st!n$t!+e s&"'o( or (o)o "ust 'e des!)ned to $(ear(& s!)na( to

$onsu"ers tat te ost #rodu$t $onta!ns te !n)red!ent8 Te s&"'o(or (o)o ,ou(d %un$t!on essent!a((& as a sea(F and ,ou(d 'e s!"#(e and+ersat!(e !t $ou(d a##ear +!rtua((& an&,ere and $red!'(& $o""un!$ate*ua(!t& and $on4den$e to $onsu"ers

08 A $oord!nated #us and #u(( #ro)ra" "ust 'e #ut !nto #(a$e su$ tat$onsu"ers understand te !"#ortan$e and ad+anta)es o% te 'randed

!n)red!ents

S#e$!a( $ase : Co;Brand!n)



• L!$ens!n) $reates $ontra$tua( arran)e"ents ,ere'& 4r"s

$an use te na"e2 (o)os2 $ara$ters2 and so %ort o% oter

'rands to "ar.et te!r o,n 'rands %or so"e 43ed %ee8

• Rent!n) anoter 'rand to $ontr!'ute to te 'rand e*u!t& o% !ts

o,n #rodu$t8

• Cor#orate trade"ar. (!$ens!n) :

– Generat!n) e3tra re+enues and #ro4ts

– Prote$t!n) te!r trade"ar.s

– In$reas!n) 'rand e3#osure

– Enan$!n) 'rand !"a)e

– No !n+entor& e3#enses2 A$$ount re$e!+a'(e2 "anu%a$tur!n) e3#enses

– R!s. : #rodu$t ,ont (!+e u# to te re#utat!on esta'(!sed '& te

'rand !na##ro#r!ate (!$ens!n) ,!(( d!(ute 'rand "ean!n)

<8 L!$ens!n)



Standar Nas!ona( Indones!a/SNI1



• Us!n) ,e(( .no,n and ad"!red #eo#(e to #ro"ote #rodu$ts !sa ,!des#read #eno"enon ,!t a (on) "ar.et!n) !stor&

• Potent!a( Pro'(e"s : – Ce(e'r!t& endorsers $an endorse so "an& #rodu$ts tat te& (a$. an&

s#e$!4$ #rodu$t "ean!n) or are seen as o##ortun!st!$ or !ns!n$ere

– -ust 'e reasona'(e "at$ 'et,een te $e(e'r!t& and #rodu$t

– Ce(e'r!t& endorsers $an )et !n trou'(e or (ose #o#u(ar!t& d!"!n!s!n)te!r "ar.et!n) +a(ue to te 'rand

• Gu!de(!nes :

-ar.eter sou(d strate)!$a((& e+a(uate2 se(e$t2 and use $e(e'r!t&

s#o.es#eo#(e• Cose a ,e(( .no,n $e(e'r!t&

• Tere "ust 'e (o)!$a( 4t 'et,een te 'rand and #erson

• Ad and $o""un!$at!on #ro)ra" sou(d use te $e(e'r!t& !n a$reat!+e %as!on tat !)(!)ts te re(e+ant asso$!at!ons anden$oura)es te!r trans%er

=8 Ce(e'r!t& Endorse"ent



tt#s:,,,8&outu'e8$o",at$+JK&H0s@3uQ



• E+ents a+e te!r o,n set o%asso$!at!ons tat "a& 'e$o"e (!n.edto a s#onsor!n) 'rand under $erta!n

$ond!t!ons8• S#onsored e+ents 'e$o"!n)

asso$!ated to te 'rand and

!"#ro+!n) 'rand a,areness2 add!n)ne, asso$!at!ons2 or !"#ro+!n) testren)t2 %a+ora'!(!t&2 and

un!*ueness o% e3!st!n) asso$!at!ons8

78 S#ort!n)2 Cu(tura(2 or Oter E+ents



• Create se$ondar& asso$!at!ons '&(!n.!n) te 'rand to +ar!ous t!rd;#art& sour$es8

• T!rd #art& sour$es $an !"#ro+e#er$e#t!ons o% and att!tudes to,ard'rands8

78 T!rd;Part& Sour$es

7 leveraging brand

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