Secondary Associations Flashcards
secondary associations
Those associations related to other nodes to which a brand is linked. Secondary associations may lead
the consumer to assumer / infer beliefs they have for external sources also holds for the brand.
The associations of the association
what are the three important factors in predicting the extent of leverage from linking the brand to another entity
- Awareness and knowledge of the entity
- Meaningfulness of the knowledge of the entity (does this knowledge affect brand knowledge)
- Transferability of the knowledge of the entity
what can leveraging secondary brand associations allow marketers to do
- Create or reinforce an important point-of-difference or
- Create or reinforce a necessary or competitive point-of-parity versus competitors
commonality leveraging strategy
–> when marketers leverage associations/entities for which consumers already have similar associations
Makes sense when consumers have associations to another entity that are congruent with the brand
complementarity branding strategy
–> when marketers choose/leverage entities that are a departure for the brand
Makes sense when entities represent a departure for the brand because there are few if any common or similar associations
–> has to overcome any confusion
*need to be aware that you are giving up some control and that secondary associations can be risky
A country of geographic location from which a product originates may
- Become linked to the brand
- May generate secondary associations
Consumers choose brands originating in different countries based on:
- Their beliefs about the quality of certain types of products from certain countries
- The image that these brands or products communicate
describe some things to think about/ do when determining geography of origin associations
Develop a geography-of-origin alphabet.
e.g. Belgian chocolate, German engineering etc.
Litmus test
If the label reads “made in x”, would you pay more for the product?
what entities can be used to leverage secondary associations to build brand equity?
- Geography-of-origin (including country-of-origin)
- Companies / Brands
- Spokespersons (including celebrity endorsers)
- Characters (usually via licensing)
- Events
- Third party sources
7 criteria for a great celebrity endorser
- Relevant to the target market.
- Relevant to the product.
- Credible in terms of expertise, trustworthiness, and/or
likeability or attractiveness. - Draws attention to a brand (but not overpowering).
- Shapes the perceptions of the brand by virtue of the
inferences that consumers make based on the
knowledge that they have about the famous person. - Not linked to a number of other brands or overexposed.
- “Vetted”.
co-branding
When two or more existing brands are combined into a joint product or are marketed together in some fashion
* Also called brand bundling or brand alliances
*Example:Betty Crocker paired with Sunkist Growers to market a lemon chiffon cake mix, doritos tacos at taco bell, oreo jello
Interest in co-branding as a means of building brand equity has increased
what questions do brand alliances, such as co-branding, require marketers to ask themselves? (3)
- What capabilities do we not have?
- What resource constraints do we face (people, time, money)?
- What growth goals or revenue needs do we have?
ingredient branding
special type of co-branding
ingredient branding creates brand equity for components, materials, or parts of a larger branded product.
ex. Intel inside
how can third-party sources be used
Third-party sources can be especially credible sources
* Marketers often feature them in advertising campaigns and selling effort
high credibility endorsements
Securing endorsements, testimonials, reviews and certifications have the added bonus of adding credibility.
Certifications
Organizations (e.g. Heart Association)
Leading magazines and blogs (e.g. Consumers Report) Organizations (e.g. Verisign)
Experts (e.g. film critic Roger Ebert)
