secondary brand-associations short23

Guess Who?

HP (Hewlett Packard): An American multinational information technology corporation founded by Bill Hewett and David Packard providing products, technologies, software, solutions and services to consumers, small- and medium-sized businesses and large enterprises.

• Evaluate HP’s Secondary Brand Associations

• Recommend ways in which HP can build brand equity more efficiently

Hewlett PackardHewlett Packard

What Are Secondary Brand What Are Secondary Brand Associations?Associations?

What Are Secondary Brand Associations?

Marketing strategy of using certain aspects or transferring entities of the brand to gain brand equity

•Company•Country•Co-Branding•Ingredient Branding•Celebrity Endorsement•Sponsorship

Secondary Brand AssociationsSecondary Brand Associations

Company

Country Of Origin

• Compaq• 3 Com

• Land of dreams• Land of opportunities• Land of money• America

Channels

Co Branding

• HP Website - Direct• Official Stores (PC World, Curry's) - Retail• SDG – VAR

• Beats by Dr Dre• Apple• NME

Ingredient Branding

Celebrity Endorsements

• Intel• Windows• NVidia• AMD

• Dr Dre• Gwen Stefani• Pharrell Williams• Jay Z

Licensing

Sponsorships

• Madagascar• Kung Fu Panda• Shrek & Puss in Boots• Megamind

• Formula 1 (BMW Williams – 2006) (Renault – Present)

• Project Runaway – Mondo Guerra• HP Pavilion at San Jose• Walt Disney World's Epcot Park's Mission:

SPACE

Events

October 3, 2006

• HP Software Universe +• HP Technology Forum +• HP Technology @ Work =• HP Discover

Recommendations Recommendations

Guess Who?

Research In Motion (RIM) is a Canadian telecommunication and wireless equipment company best known as the developer of the BlackBerry smartphone and tablet. 

• Evaluate HP’s Secondary Brand Associations

• Recommend ways in which HP can build brand equity more efficiently

Hewlett Packard• Evaluate RIM’s Attempt to make a brand

come back• Suggestions for a successful come back

Research In MotionResearch In Motion

Why Do Brands Why Do Brands Fade?Fade?

Why Do Brands Fade?

ComebackComeback

Blackberry Playbook Tablet

Blackberry Operating System 10

• First sold in April 2011• Q1 = 500,000 Shipments• Q2 = 200,000 • US > $499 > $300 > $199

• 30th January 2013• Widgets, Touch, New Keyboard, BBHub• Some critics say already a “fail”

Blackberry Torch

New line up of products (By 2015)

• First sold in August 2012• Combined “new” touch screen with

“original” keyboard• £129 > £63 • 150,000 week • 1.7 million over 3 days apple

• Cloud Technology, • Blade, Surfboard, N-Series

BBM

4G

• New updated GUI• Reliable• Strong point to BB

• New line up to have 4G enabled

SuggestionsSuggestions

Imber Gonzalez Irfaan Saheb Nicolae Dinu