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  • Brand Management Secondary Association

    Загружено:

    Tanveer H. Rayvee
    89 просмотров17 страниц
    Leveraging secondary brand associations can build brand equity. There are several ways to create secondary associations including linking a brand to related companies, countries of origin, distribution channels, co-branding, licensing, celebrity endorsements, sponsored events, and third-party sources. These secondary associations can help generate favorable responses, reinforce existing associations, and maximize brand value.

    Исходное описание:

    Leveraging Secondary Association to build Brand Equity

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    Leveraging secondary brand associations can build brand equity. There are several ways to create secondary associations including linking a brand to related companies, countries of origin, distribution channels, co-branding, licensing, celebrity endorsements, sponsored events, and third-party sources. These secondary associations can help generate favorable responses, reinforce existing associations, and maximize brand value.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    89 просмотров17 страниц

    Brand Management Secondary Association

    Загружено:

    Tanveer H. Rayvee
    Leveraging secondary brand associations can build brand equity. There are several ways to create secondary associations including linking a brand to related companies, countries of origin, distribution channels, co-branding, licensing, celebrity endorsements, sponsored events, and third-party sources. These secondary associations can help generate favorable responses, reinforce existing associations, and maximize brand value.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 17

    Chapter 7

    Leveraging Leveraging Secondary


    Association
    Question
    Sum Up

    Sources
    Case

    Brand Associations to
    Build Brand Equity
    Presented By

    Group 7
    Name Roll ID
    Sheikh Abu Obeaid 41941052
    Leveraging
    Association
    Question
    Sum Up

    Sources

    Sifat Kashif 41941054


    Case

    Tanveer Hossain Rayvee 41941060


    Mostofa Sadman Hossain 41941061
    Fahmid Zubiar 41941064
    Conceptualizing the
    Leveraging Process
    Place

    Leveraging
    Association
    Other
    Sum Up

    Sources

    Related
    Question

    Brands
    Case

    Person

    Source Thing
    of Factor
    Secondary Brand Association

    Association
    Leveraging
    Sum Up

    Sources
    Question

    Case

    Create Strong Create Positive Reinforce Existing


    Favorable & Response if Association
    Unique Existing One Fails
    Association
    Company

    01 Create a New Brand

    Association
    Question

    Sources
    Sum up

    Leveraging
    Case

    Adopt or Modify an
    Existing Brand 02
    Combine Existing Brand
    03 with The New One
    Country of Origin & Other
    Geographic Areas

    Association
    Question

    Sources
    Sum up

    Leveraging
    Case

    01 02 03

    Can Be Linked To The Can Create Strong Value Maximisation is


    Brand To Generate Points-of-difference Highest
    Secondary
    Associations
    Channels of Distribution

    Association
    Question

    Sources
    Sum up

    Leveraging
    Case

    IMAGE TRANSFER Process


    New Channels of Distribution
    More Customer Base
    Co-Branding

    Two or More Existing Brands are

    Association
    Question

    Sources
    Sum up

    Combined into A Joint Product or are

    Leveraging
    Case

    Marketed Together in Some Fashion


    Licensing

    Legal

    Association
    Question

    Sources
    Sum up

    Leveraging
    Create Protection Trademark
    Case

    Contractual for Become


    Agreements Trademark Overexposed

    Name Calvin Klain Disney


    Logo Coca Cola Consumer
    Character Ralph Lauren Products
    Celebrity Endorsement
    Can Draw Attention To The
    01
    Brand

    Association
    Question

    02 Shape the Brand Perception

    Sources
    Sum up

    Leveraging
    Case

    03 Celebrity should have High


    Level of Visibility

    04 A rich set of Potentially Useful


    Associations & Judgments
    Sporting, Cultural or
    Other Events
    Becoming Improving the strength,

    Association
    Question

    Sources
    Sum up

    Leveraging
    Associated to the favorability, and
    Case

    Brand and Improving uniqueness of existing


    Brand Awareness associations
    Third Party Sources

    Involves linking the brand to


    various third party sources

    Association
    Question
    Sum up

    Leveraging
    Sources
    Case

    Example - Grey Goose's


    eventual success was a
    taste-test result from the
    Beverage Testing Institute
    that ranked Grey Goose as
    #1 IMPORTED VODKA
    Question
    Sum Up

    02

    Shakib Al Hasan

    Case
    Sources
    Association
    Leveraging
    WORLD CUP 2019

    “KHELBE TIGER,
    JITBE TIGER”

    Association
    Sum Up

    Sources

    Leveraging
    Question

    Case
    LIFEBUOY

    SHAKIB AL HASAN
    The company that Consumer
    makes the product knowledge of the
    entity

    Association
    Sum Up

    Leveraging
    Question

    Sources
    Case
    Where the product is Where the product
    made is purchased

    Related people, places, How easily the


    or things appropriate associations
    or responses to the entity
    transfer to the brand
    Question
    Sum Up
    Case
    Sources
    Associations

    Leveraging
    Question
    Sum Up
    Case
    Sources
    Associations

    Leveraging

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