Download - Leveraging Brand Knowledge
-
7/30/2019 Leveraging Brand Knowledge
1/22
Leveraging secondary Brandknowledge
-
7/30/2019 Leveraging Brand Knowledge
2/22
Consider the following Scotch
Tata
Vaio
Force India Amitabh Bachan
Danny boyle
Wholesale
Peter
Nano
Sony
Mcdonalds
Kingfisher Parker
Oscars
Metro
-
7/30/2019 Leveraging Brand Knowledge
3/22
Thus Geography/ countries
Companies
Other brands
Characters
Events Spokespersons
Third party sources
Channels of distributions
-
7/30/2019 Leveraging Brand Knowledge
4/22
It is.. Leverage of related secondary brand associations
i.e. brands themselves may be linked to other
entities that have their own knowledge in the mindsof the consumers
In effect some associations or responses becometransferred from other entities to the brand.
This indirect approach of brand building is known asleveraging secondary brand knowledge
-
7/30/2019 Leveraging Brand Knowledge
5/22
Consider thisYou are into business of coffee
Selling high quality beans and powderproduced from Karnataka
You want to diversify into packagedfood
How many secondary associations canyou relate?
-
7/30/2019 Leveraging Brand Knowledge
6/22
Conceptualizing the leveraging
process Creation of new brand associations
Effects on existing brand knowledge
Awareness and knowledge of the entity
Meaningfulness of the knowledge of theentity
Transferability of the knowledge of theentity
-
7/30/2019 Leveraging Brand Knowledge
7/22
Guidelines Commonality leveraging strategy
Complimentary branding strategies
-
7/30/2019 Leveraging Brand Knowledge
8/22
Company Three main options for new brands
Create a new brand
Adopt or modify an existing brand
Combine an existing and new brand
-
7/30/2019 Leveraging Brand Knowledge
9/22
Country of origin and other
geographic areas Champaign
Scotch
Pasta
Burger
-
7/30/2019 Leveraging Brand Knowledge
10/22
Channels of distribution Transfer of store image
Store associations
-
7/30/2019 Leveraging Brand Knowledge
11/22
Co-Branding New product can be linked with existing
corporate or family brand which has its
own set of associations
-
7/30/2019 Leveraging Brand Knowledge
12/22
Advantages and Disadvantages Borrow needed
expertise
Leverage equity youdont have
Reduce cost ofproduct introduction
Expand brandmeaning
Source of additional
revenue
Loss of control
Risk of brand equity
dilution Negative feedback
effects
Lack of brand focusand clarity
Organizationaldistraction
-
7/30/2019 Leveraging Brand Knowledge
13/22
Ingredient Branding Involves creating brand equity for
materials, components or parts that are
necessarily contained within otherbranded products
Teflon non stick
Dolby
-
7/30/2019 Leveraging Brand Knowledge
14/22
Requirements for ingredient
branding Consumers must perceive that
ingredient matters to the performance
Consumers must be convinced that itssuperior
There should be distinctive way (logo)to
communicate the ingredient
-
7/30/2019 Leveraging Brand Knowledge
15/22
Licensing involves contractual arrangements
whereby firms can use the names,
logos, characters and so forth of otherbrands to market their own brands forsome fixed fee.
Spiderman
-
7/30/2019 Leveraging Brand Knowledge
16/22
Celebrity endorsements
-
7/30/2019 Leveraging Brand Knowledge
17/22
Cont..
Using well known and admired peopleto promote products.
The idea being..
Famous person can draw attention to abrand
Shape the perceptions of the brandbased on the knowledge they haveabout that person.
-
7/30/2019 Leveraging Brand Knowledge
18/22
Q ratings
Rate the following on
One of my favorite
Very good
Good
Fair Poor
Never heard of him/her
-
7/30/2019 Leveraging Brand Knowledge
19/22
Consider them..
SRK
Amir khan
Brad Pitt
Akshay Kumar
Sudeep
Al pacino
Daniel radcliffe
Sachin Tendulkar
Wayne Rooney
David Beckham
Michael Jackson
Magic Jhonson
-
7/30/2019 Leveraging Brand Knowledge
20/22
Potential Problems
They may be over used lacking specific productcharacteristics or seen as opportunist or insincere
There must be a reasonable match betweencelebrity and the product
Raj Thakery endorsing Bihar state tourism
Celebrity are not always celebrities Faith in celebrity, they only endorse but never use
them.
Distraction from brand ( Dyna, Vivel, Fiama-de
wills)
-
7/30/2019 Leveraging Brand Knowledge
21/22
Events
Sponsored events can contribute tobrand equity by becoming associated to
the brand and improving the brandawareness
Also improves strength, favorability and
uniqueness of existing associations
-
7/30/2019 Leveraging Brand Knowledge
22/22
Third party sources
Indian dental association
ISI