Leveraging Secondary Brand Associations to Build Brand Equity

Leveraging Secondary Brand Associations to Build Brand Equity

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7. Leveraging Secondary Brand Associations to Build Brand Equity Suh-hee Choi HTM 631 (Spring 2009) Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), Prentice Hall.
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Strategic Brand Management Process: Where are we? Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra Mixing and matching of brand elements Integrating brand marketing activities Brand Value Chain Brand audits Brand tracking Brand equity management system Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization Grow and Sustain Brand Equity Identify and Establish Brand Positioning and Values Plan and Implement Brand Marketing Programs Measure and Interpret Brand Performance Preview
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1. Co mpany Brand Things 6. People Places Secondary Sources of Brand Knowledge Endorsers Alliances Ingredients Company Extensions 2. Country of origin 3. Channels 7. Events 8. Third-party endorsements 4. Other Brands Preview 5. Licensing
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Creation of New Brand Association + Effects on Existing Brand Knowledge Conceptualizing the Process Brand Other Entity Mental Association Associations Associations Associations Associations 1. How much do people know about the entity? 2. Is the knowledge MEANINGFUL to the brand? 3. Is the knowledge transferable? commonality complementarity Guidelines
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Discussion Let’s think of the example of successful “cause marketing programs” (p. 282) in hospitality and tourism industry. How do they enhance brand image, feelings, attitudes, and experiences? Conceptualizing the Process
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1. Company (Branding Strategies) 1. Creating a new brand 2. Adopting / modifying an existing brand 3. Combining brands Ways of leveraging
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2. Country of Origin and Other Geographic Areas Ways of leveraging
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Country of Origin and Other Geographic Areas Ways of leveraging
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Country of Origin and Other Geographic Areas Discussion “Events or actions associated with the country may color people’s perceptions (Keller, p. 287).” Ways of leveraging
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Country of Origin and Other Geographic Areas Example: British Airways “Utopia” http://www.lockonaviation.net/html/utopia.html Ways of leveraging
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Country of Origin and Other Geographic Areas Example: (p. 288) • In 2003, Wedgwood closed two factories and move factories to Asia. • Research in the U.S. showed that what
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This note was uploaded on 05/13/2010 for the course CBA CIM202 taught by Professor Lesrobertson during the Spring '10 term at UBC.

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Leveraging Secondary Brand Associations to Build Brand Equity

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