Leveraging secondary brand associations to build brand equity by Leroy J. Ebert
•
11 recomendaciones•20,960 vistas
Leveraging secondary brand associations to build brand equity Content Extracted from “Strategic Brand Management” 3rd Edition Authors: Kevin Lane Keller M.G. Parameswaran Issac Jacob Presentation developed from SLIM Diploma In Brand Management Students Presentation developed by Leroy J. Ebert (17th May 2014)
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a Leveraging secondary brand associations to build brand equity by Leroy J. Ebert
Similar a Leveraging secondary brand associations to build brand equity by Leroy J. Ebert (20)
Más de LeRoy J. Ebert MCIM Chartered Marketer (UK), MBA (AUS)
Más de LeRoy J. Ebert MCIM Chartered Marketer (UK), MBA (AUS) (13)
Último
Último (20)
Leveraging secondary brand associations to build brand equity by Leroy J. Ebert
- 2. Secondary Sources of Brand Knowledge
- 3. 0 The first three entities that reflect these factors 0 Who makes the product 0 Where is the product made 0 Where is it purchased 0 Remaining entities deal with people place or things
- 4. What Do Customers Know About The Other Entity 0 Create new association 0 Impact on existing brand knowledge
- 5. Guidelines 0 Ingredient branding may reinforce a point of difference against competing brands 0 When selecting a ingredient brand take in to consideration the customers awareness of the ingredient 0 A commodity can get an advantage by simply associating itself with the right ingredient 0 Complimentarity – between brand and ingredient
- 6. Company 0 Launch a new brand and use the company’s equity to educate customer on what it stands for.
- 7. Country of Origin 0 Japan 0 Switzerland 0 France 0 Sri Lanka 0 Germany
- 8. Channels of Distribution 0 ODEL 0 Hameedia
- 9. Co-branding
- 10. Guidelines to Co-branding 0 Both brand should have equal awareness 0 Sufficiently strong 0 Favorable 0 Unique associations 0 Positive consumer judgments and feelings
- 12. Licensing
- 13. Guidelines for Licensing 0 Don’t get caught up, one minute they are in next minute they are gone 0 Multiple license agreements results in over exposure and wearing out quickly 0 If your brand gets over exposed, either you will close or you will sell
- 21. 0 A celebrity that endorses a countless number of brands across multiple categories, with varying brand equity levels, targeting wider demographic profiles; is like a brand that has stretched itself beyond its capacity. 0 Such celebrities may not add strategic value to the brand 0 Once the celebrity switches to another brand so will majority of the customers.
- 22. Celebrity Issues 0 Sponsoring for the sake of sponsoring will not bring results 0 There needs to be a strategic fit between the brand and the celebrity who endorses the brand 0 The celebrities actions, behavior, comments etc will have direct impact on the brands performance
- 23. Conflict in Brand Image Representation
- 24. No Fans No Endorsements https://www.youtube.com/watch?v=XW0LZ3zoOks
- 25. Sponsoring Events 0 Use popular events with a loyal following to create links and associations. 0 The equity of the event will be rubbed off on the brand that is sponsoring it. 0 Just sponsoring will not mean a lot to the participants/customers, instead the brand needs to create an opportunity for the brand to interact with the participants and also create a brand experience. 0 When budgeting for an event sponsorship allocate a separate budget to promote the event via ATL & BTL media and also for activations and give away's.
- 26. 3rd Party Sources 0 Endorsements from leading magazines
- 27. Content Extracted from “Strategic Brand Management” 3rd Edition Authors: Kevin Lane Keller M.G. Parameswaran Issac Jacob Presentation developed from SLIM Diploma In Brand Management Students Presentation developed by Leroy J. Ebert (17th May 2014)