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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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