strategic brand mgt wk7b chp7-2

strategic brand mgt wk7b chp7-2 - v Strategic Brand M...

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v 12/08/2000 v Strategic Brand Management
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v 12/08/2000 Overview v Conceptualizing the leveraging process v Company v Country of origin and Other Geographic Areas v Channels of distribution v Co-branding v Licensing v Celebrity Endorsement v Sporting, Cultural, or Other Events v Third-party sources
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v 12/08/2000 Introduction Leveraging secondary brand associations v Linking brands to other entities with their own associations v Own research: Region of origin Descriptive menu labels
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v 12/08/2000 Leveraging secondary brand associations holiday fun +/-/0 +/-/0 California nature +/-/0 warmth sun +/-/0 +/-/0 +/-/0 wine grapes taste party +/-/0 +/-/0 g.ston e +/-/0 sweet sour +/-/0 +/-/0 +/-/0 +/-/0
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v 12/08/2000 Leveraging secondary brand associations holiday fun wine grapes +/-/0 +/-/0 California nature +/-/0 warmth sun taste party +/-/0 +/-/0 g.ston e +/-/0 +/-/0 +/-/0 +/-/0 sweet sour +/-/0 +/-/0 +/-/0 +/-/0
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v 12/08/2000 Combining a product (e.g., peach) ….. Peach + juic y firm + + + + blosso m + healthy perfum e swe et +
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v 12/08/2000 … and a place of origin (e.g., Georgia) Georgia nice peo ple fun + + 0 nature + fertil e sun ny + +
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… may become a strong brand !! (e.g., Georgia Peaches) nice peo ple fun Peach + Georgia natur e + sun ny firm healt hy + perfu me + + + + juicy + + + fertil e swe et + +
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v 12/08/2000 ….SHOWTIME…. . Quality Peac h Clima te Expert ise Georg ia Healthy + + + + + Georg ia peach
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v 12/08/2000 Conceptualizing the Leveraging Process v Two effects: o Creation of new brand association o Effects on existing brand associations
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v 12/08/2000 Conceptualizing the Leveraging Process v
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strategic brand mgt wk7b chp7-2 - v Strategic Brand M...

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