COURSE TITLE : STRATEGIC BRAND

MANAGEMENT

TRIMESTER : Fall/2015
MODULE --:
Leveraging Secondary Brand Associations to Build
Brand Equity

Step 2: Planning & Implementing Brand Marketing Programs

Leveraging Secondary Brand Associations to Build Brand Equity

Leveraging Secondary Brand Associations to Build

Planning
Brand Equity
&
• Co-branding
Leveraging Implement
• Licensing Choosing
Secondary Brand ing Brand
• Celebrity Brand
Endorsement Criteria for
Co-branding Associations to Elements to Choosing
Build Brand Marketing Build Brand
Let us look atEquity
Brand
each one in detail.Elements
Equity
Programs
Licensing Options and
Designing Tactics for
Celebrity Brand
Endorsement
Marketing
Elements
Programs to
Build Brand
Equity
Channel
Product
Strategy
Strategy

Pricing
Strategy
 Leveraging Secondary Brand Associations to Build
Brand Equity
Leveraging Secondary Brand Associations to Build
Brand Equity

Co‐branding
Planning Co‐branding occurs when two or more existing brands are 
combined into a joint product or are marketed together in 
& some fashion. A few examples are:

Leveraging Implement
Secondary Brand ing Brand
Co-branding Associations to Co‐branding needs to be distinguished from partnerships and
Build Brand Marketing other joint ventures. The Hilton/American Express card is an
Equity example of co‐branding. Each company conducts its business
Programs as it sees fit though both names appear on the card.
Cardholders receive special recognition at Hilton hotels,
encouraging them to carry the card and use the Hilton chain
Licensing
when they travel and it is expected that people who have the
Celebrity card will also be more likely to use it for additional purchases.
Endorsement
Thus, the co‐branding venture is seen as improving the
position of both partners in relationship to rivals in their
respective markets.

joint ventures: long‐term arrangements in which branding

issues are secondary to operational opportunities.

Leveraging Secondary Brand Associations to Build

Brand Equity
Leveraging Secondary Brand Associations to Build
Brand Equity

Co‐branding
Planning Co‐branding occurs when two or more existing brands are
combined into a joint product or are marketed together in
& some fashion. A few examples are:

Leveraging Implement
Licensing
Secondary Brand ing Brand
Co-branding Associations to Licensing involves contractual arrangements whereby firms
Build Brand Marketing can use the names, logos, characters, and so forth of other
brands for some fixed fee. A few examples are: Entertainment
Equity
Programs (The Matrix, Shrek, etc.), Television and cartoon characters
(Mickey Mouse), Designer apparel and accessories (Gucci,
Armani, etc.)
Licensing
Celebrity Celebrity Endorsement
Endorsement
Firms can also use a celebrity to endorse their brands to help
build brand equity. Celebrity endorsement helps to draw
attention to the brand and to shape the perceptions of the
brand. A celebrity should be greatly popular and have a high
level of visibility. He or she should also have a rich set of
useful associations, judgments, and feelings associated with
him/her by the general public.
 Leveraging Secondary Brand Associations to Build
Brand Equity
Leveraging Secondary Brand Associations to Build
Brand Equity

Country
Planning
???
&
Leveraging Implement Origin
Secondary Brand ing Brand
Country Associations to
Build Brand Marketing
Equity ???
Programs
Origin
Channel Channel

??

Leveraging Secondary Brand Associations to Build

Brand Equity
Leveraging Secondary Brand Associations to Build
Brand Equity

Events
Planning
???
&
Leveraging Implement
Secondary Brand ing Brand
Events Associations to
Build Brand Marketing
Equity
Programs

Third party Third party

??
 Leveraging Secondary Associations
• These secondary associations may lead to
a transfer of:
– Response-type associations
• Judgments (especially credibility)
• Feelings
– Meaning-type associations
• Product or service performance
• Product or service imagery

Leveraging Secondary Associations

• This transfer of secondary associations will

depend on:
– Awareness and knowledge of entity
– Perceived relevance of entity linkage
• Fit?
• Cue overload?
• Attributions?
– Evaluative consistency with brand associations