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2017-03-25 发布于江苏
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Keller_CHAPTER 7 LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY.ppt

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Keller_CHAPTER 7 LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY

CHAPTER 7: LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY Kevin Lane Keller Tuck School of Business Dartmouth College Leveraging Secondary Associations Creation of new brand associations Effects on existing brand knowledge Awareness and knowledge of the entity Meaningfulness of the knowledge of the entity Transferability of the knowledge of the entity 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) Special case of co-branding is ingredient branding Characters (through licensing) Celebrity spokesperson (through endorsement advertising) Events (through sponsorship) Other third-party sources (through awards and 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 Co-Branding Occurs when two or more existing brands are combined into a joint product or are marketed together in some fashion Examples: Sony Ericsson Yoplait Trix Yogurt Nestle’s Cheerios Cookie Bars Advantages of Co-Branding Borrow needed expertise Leverage equity you don’t have Reduce cost of product introduction Expand brand meaning into related categories Broaden meaning Increase access points Source of additional revenue Disadvantages of Co-Branding Loss of control Risk of brand equity dilution Negative feedback effects Lack of brand focus and clarity Organizational distractions Ingredient Branding A special case of co-branding that involves creating brand equity for materials, components, or parts that are necessarily contained within other branded products Examples: Betty Crocker baking mixes with Hershey’s chocolate syrup Intel inside Licensing Involves c