利用次级品牌关联构建品牌资产.pptx

CHAPTER:7

leveragingsecondarybrandassociationstobuildbrandequity

LearningObjectivesOutlinetheeightmainwaystoleveragesecondaryassociationsExplaintheprocessbywhichabrandcanleveragesecondaryassociationsDescribesomeofthekeytacticalissuesinleveragingsecondaryassociationsfromdifferententities

ConceptualizingtheLeveragingProcessLinkingthebrandtosomeotherentitymay:CreateanewsetofassociationsfromthebrandtotheentityAffecttheexistingbrandassociations

CreationofNewBrandAssociationsSecondarybrandassociationsaremostlikelytoaffect