Chapter 7 from Strategic Brand Management 3rd Edition from Kevin Keller

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
PakP
0 Japan
0 Switzerland
0 France
0 Pakistan
0 Germany

8. Co-branding

9. 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

10. Ingredient Branding

11. Licensing

12. 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

13. Celebrity Endorsements

14. Celebrity Endorsement
Overdose

20. 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.

21. 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

22. Conflict in Brand Image
Representation

23. 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.

24. 3rd Party Sources
0 Endorsements from leading magazines

25. 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)