Leveraging Secondary Associations

Question 1

factors in predicting extent of leverage from linking brand to another entity

Answer 1

• Awareness and knowledge of the entity
• Meaningfulness of the knowledge of the entity
• Transferability of the knowledge of the entity

Question 2

Advantages of leveraging secondary brand associations for marketers

Answer 2

create or reinforce a P-O-D
create or reinforce a necessary or competitve P-O-P versus competitors

Question 3

commonality leveraging strategy

Answer 3

use when consumers have associations to another entity that are congruent with the brand

Question 4

complementarity branding strategy

Answer 4

use when entities represent a depature for the brand because are few common/similar associations

Question 5

Where do geography-of-origin associations come from>

Answer 5

product name
packaging
name/dominant theme in communication

Question 6

What entities and be used to leverage secondary associations to build brand equity?

Answer 6

geography-of-origin
spokespersons
events
companies/brands
characters
third party sources

Question 7

co-branding

Answer 7

two or more existing brands are combined into a joint product or are marketed
together in some fashion

Question 8

questions to ask before co-branding

Answer 8

• What capabilities do we not have?
• What resource constraints do we face (people, time, money)?
• What growth goals or revenue needs do we have?