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Leverage Brand Association to Build Brand Equity
Transcript of Leverage Brand Association to Build Brand Equity
Types of secondary entities
Criteria to Choose the secondary brand
Types of Secondary Entities
Examples for Each Type
1. COO- Country of Origin
2. Other Brand (Co-Branding)
5. Licensing Brand Elements from other Entities
6. The Company
8. Third Party Resources (awards and reviews)
Two existing brands with big brand equity come together into a joint product or are marketed together in some way(Henrik, 2004).
COO- Country of Origin
Any influence that the country of manufacture, assembly, or design has on a consumer's perception of a product.(Agrawal & Kamakura, 1999)
Agrawal, J., & Kamakura, W. (1999). Country of origin: A competitive advantage?. 16(4), 255 - 267. doi: ScienceDirect. [Online] Avaliable at: <http://www.sciencedirect.com.ezproxy.viu.ca/science/article/pii/S0167811699000178>. [Accessed: 6 Oct 2013]
Henrik, U. (2004). The brand association base: A conceptual model for strategically leveraging partner brand equity. 12(2), 105 - 124. doi: Business Source Premier. [Online] Available at <http://dd6db2vc8s.search.serials solutions.com/?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&rfr_id=info:sid/summon.serials solutions.com&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=The brand association base: A conceptual model for strategically leveraging partner brand equity&rft.jtitle=Journal of Brand Management&rft.au=Uggla, H&rft.date=2004&rft.volume=12&rft.issue=2&rft.spage=105&rft.epage=124&rft.externalDBID=n/a&rft.externalDocID=CAX0280050000287¶mdict=en-US> [Accessed: 6 Oct 2013]
Managementstudyguide.com. 2013. Leveraging Secondary Brand Association to Build Brand Equity. [online]
Available at: http://www.managementstudyguide.com/secondary-brand-association-build-brand-equity.htm
[Accessed: 7 Oct 2013].
Scribd.com. 2013. Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity. [online] Available
at: http://www.scribd.com/doc/35784882/Chapter-7-Leveraging-Secondary-Brand-Associations-to-Build-Brand-Equity [Accessed: 5 Oct 2013]
Leverage secondary brand
Linking a brand with some other entities may not only create new brand associations with the entity but may also affect existing associations’’ (Keller, 2012).
Criteria to choose entity for secondary associations to be leveraged off
1. Awareness of the entity
2. Meaningfulness of the knowledge of the entity
3. Transferability of knowledge of the entity
o Select well known and well liked celebrities
o Must be match between brand and celebrity
o Marketing strategies use celebrity in a creative fashion that highlights the relevant associations and encourages their transfer
Consumers form perceptions about RETAILERS specifically in these ways:
Price and Promotion