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Secondary brand knowledge

28/03/2021 Client: saad24vbs Deadline: 2 Day

MONASH BUSINESS

SCHOOL

MKB2706 Brand and

Product Management

Lecture 7: Leveraging

Secondary Associations

MONASH

BUSINESS

SCHOOL

Learning Objectives

• Explain the process by which a brand can leverage secondary associations

• List and describe the methods of linking secondary brand knowledge to a brand

• Discuss the impact of leveraging on both existing brand associations and the formation of new brand associations.

• Describe some of the key tactical issues in leveraging secondary associations from different entities

3.

MONASH

BUSINESS

SCHOOL

Leveraging Secondary Associations

• Brands can be linked to other entities that have their own associations.

• A brand might borrow brand knowledge, and therefore brand equity from another entity- other brands, people, places, things.

An indirect approach to building brand equity by leveraging secondary brand knowledge for a brand.

4/16/2019

2

MONASH

BUSINESS

SCHOOL

Conceptualizing the Leveraging Process

• Linking the brand to some other entity may:

• Create a new set of associations from the brand to the entity

• Affect the existing brand associations

• Most likely to affect evaluations when consumers lack:

• Motivation

• Ability

• Cognitive consistency - What is true for the new association must be true for the brand

MONASH

BUSINESS

SCHOOL

Figure 7.2- Understanding Transfer of Brand Knowledge

Linking the brand to some other entity may not only create new brand associations to the entity but also affect existing brand associations.

MONASH

BUSINESS

SCHOOL

Three Factors of Leveraging

• Awareness and knowledge of the entity

• Meaningfulness of the knowledge of the entity

• Transferability of the knowledge of the entity

4/16/2019

3

MONASH

BUSINESS

SCHOOL

• Fig. 7-1 Secondary sources of Brand knowledge

Brand

Other brands

People Places

Things

Country of origin

Channels

Third party endorsementsCauses

Events

Endorsers

Employees

Alliances Ingredients Company

Extensions

MONASH

BUSINESS

SCHOOL 8

Secondary sources of Brand knowledge

▪ The main methods by which we can link secondary

brand knowledge to the brand 1. Company

2. Country of origin and other geographic areas

3. Channels of distribution

4. Co-branding

5. Licensing

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