How do you build a brand? Secondary Associations

Question 1

Secondary associations

Answer 1

are associations related to other nodes to which a brand is linked.
They may lead the consumer to assume / infer beliefs that have for external sources also holds for the brand

Question 2

Geography-of-origin associations

Answer 2

Type off secondary associations where the consumer links a geographical are (Country, vity, region) to a branded product

Question 3

How do geography of origin associations come from?

Answer 3

• Embedded in the product name
• Appear on Packaging
• Dominant theme in advertising and communication

Question 4

Entities we can use for secondary associations

Answer 4

• Geography of origin
• Spokespersons
• Events
• Companies/Brands
• Characters (Licensing)
• Third Party sources

Question 5

What makes a great celebrity endorser?

Answer 5

Liked / Respected
His media Presence (Influential)
Relevant to target market, brand element & category
Credible
Insurance that behaviour won’t ruin the brand
Values align with the brand

Question 6

How can corporate brands build equity?

Answer 6

A Corporate or Family brand can be a source of much equity, evoking associations of common product attributes, benefits, or attitudes and corporate
credibility

Question 7

Co-Banding

Answer 7

Pairing of 2 brands into a single product or marketed together in some fashion

Question 8

Ingredient Branding

Answer 8

Special type of Co-Branding

- Creates brand equity for components, materials, or parts of a larger branded product

Question 9

Advantages of Co Branding

Answer 9

Share the risk and some costs
They can generate a royalty income.
Bigger sales incomes.
The customers would trust the product more.
Joint advertising, which gives them a wider scope. (2 target markets)
Technological benefits.
Product image enhancement, since they are associated with another renowned brand.

Question 10

Disadvantages of Co Branding

Answer 10

If co-branding expectations are entirely different or popular in different markets

If companies don’t share the same missions and visions, co branding will fail

If the customers associate bad traits and experiences with one of the brands, the total brand equity might get damaged

Not responsible for the other brand’s behaviour; if a corporate scandal happens, problem for other brand.

Question 11

Characters (via licensing)

Answer 11

Borrowing equity from a third party character can help build your own equity
The Brand borrowing the character has a fixed fee or royalty to pay

Question 12

Events

Answer 12

Take advantage of the events to offer or promote your products or services

Question 13

Third Party Sources

Answer 13

• Experts
• Credible Organizations & Associations
• Leading magazines and blogs

Question 14

Experts

Answer 14

Their POV can boost equity

Question 15

Credible Organizations & Associations

Answer 15

Signal of quality (e.g Heart and stroke foundation) Canada

Question 16

THE 3 ways of brand building

Answer 16

Build or reinforce the same brand values. Otherwise, we risk developing incongruent associations that conflict in the consumer’s mind