keller 战略品牌管理 07 中山大学吴柏林教授 广告心理学(清华大学出版社2010)绝密资料.pptVIP

Leveraging Secondary Associations Brand associations may themselves be linked to other entities, creating secondary associations: Company (through branding strategies) Country of Origin (through identification of product origin) Channels of Distribution (through channels strategy) Other Brands (through co-branding) Characters (through licensing) Celebrity Spokesperson (through endorsement advertising) Events (through sponsorship) Other third party sources (through awards reviews) These secondary associations may lead to a transfer of: Response-type associations Judgments (especially credibility) Feelings Meaning-type associations Product or service performance Product or service imagery This transfer of secondary associations will depend on: Awareness and knowledge of entity Perceived relevance of entity linkage Fit? Cue overload? Attributions? Evaluative consistency with brand associations * Leveraging Secondary Associations Leveraging Secondary Associations Figure 2-9 Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS Choosing Brand Elements Brand name Memorability Logo Meaningfulness Symbol Appeal Character Transferability Packaging Adaptability Slogan Protectability Developing Marketing Programs Product Tangible and intangible benefits Price Value perceptions Distribution channels Integrate”push” and “pull” Communications Mix and match options Leverage of Secondary Associations Company Country of origin Channel of distribution Other brands Endorsor Event Awareness Meaningfulness Transferability Possible Outcomes Greater loyalty Less vulnerability to competitive marketing actions and crises Larger margins More elastic response to price decreases More inelastic response to price increases Greater trade cooperation and support Increased marketing communication efficiency and effectiveness Possible lic