Chapter 7: Leveraging Secondary Brand Associations To Build Brand Equity

Front 1

Leveraging Secondary Brand Knowledge

Back 1

Indirect approach to building brand equity

When a brand borrows some brand knowledge and some brand equity from other entities.

Front 2

Co-Branding

Back 2

Brand Building or Brand Alliances

Occurs when 2 or more existing brands are combined into a joint product or are marked together in some fashion

Front 3

Ingredient Branding

Back 3

A special case of co-branding which creates brand equity for materials, components or parts that are necessarily contained within other brand products

Front 4

Licensing

Back 4

Creates contractual arrangements whereby firms can use names, logos, characters, and so fourth of other brands to market their own brands for some fixed fee

Front 5

Secondary Brand Knowledge

Back 5

Link the brand to other entities with their own set of associations. Consumers may expect that some of these same associations also characterize the brand

Front 6

Third Party Sources

Back 6

Leading magazines, organizations, and experts can improve perceptions of an attitude towards a brand
Tend to be credible sources

Front 7

Sponsored Events

Back 7

Events have their own set of associations that may become linked to a sponsoring brand under certain conditions

Transfer associations on the basis of various dimensions of credibility

Front 8

Celebrity Endorsement

Back 8

Using a well known/admired person to promote a product