Professional Documents
Culture Documents
Sonu Chowdhury
Faculty Sangam University
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CONCEPT
Brands are linked to various entities that have their
own knowledge structures in the minds of consumers.
Brand equity can be built through the leverage of
related or secondary brand associations.
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MEANS OF CREATING SECONDARY BRAND
KNOWLEDGE
Companies (through branding strategies)
Countries or other geographical areas (through
identification of product origin)
Channels of distribution (through channel strategy)
Other brands (through co- branding)
Characters (licensing)
Spokesperson (through endorsements)
Events (through sponsorship)
Other third party sources (through awards or reviews)
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The first three entities reflect source factors: who
makes the product, where the product is made
where the product is purchased.
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1. COMPANY
The branding strategies adopted by the company are
an important determinant of the strength of
association from the brand to the company & any
other existing brands.
Three main branding options exist for a new product:
a.Create a new brand
b.Adopt or modify an existing brand
c.Combine an existing & new brand
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2. COUNTRY OF ORIGIN / OTHER
GEOGRAPHIC AREAS
Besides the company that makes the product, the country or
geographic location from which it is originating may also be
linked to the brand & generate secondary associations.
A number of brands are able to create a strong POD in part
because of consumers identification of & beliefs about country
of origin.
Consumers choose brands based on their beliefs about the
quality of certain types of products from certain countries or the
image that these brands communicate.
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Examples:
Levis jeans United states
Nike athletic shoes united states
Coca cola united states
Gucci shoes & purses Italy
Chanel perfume- France
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3. CHANNELS OF DISTRIBUTION
Channels of members directly affect the equity of the brands
they sell by the supporting actions they take.
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4. LICENSING
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5. CELEBRITY ENDORSEMENT
It is a form of brand or advertising campaign that
involves a well known person using their fame to
help promote a product or service.
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6. SPORTING, CULTURAL OR
OTHER EVENTS
Events have their own set of associations that may
become linked to a sponsoring brand .
Sponsored events can contribute to brand equity
a.By becoming associated to the brand & improving
brand awareness.
b.Adding new associations
c.Improving the strength, favorability, & uniqueness
of existing associations
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7. THIRD - PARTY SOURCES
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CONCLUSION
The extent to which any of these entities can be
leveraged depends on consumer knowledge of the
entity & how easily the appropriate associations to
the entity transfer to the brand.
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