Secondary Associations Flashcards
What are borrowed devices for brands?
Other brands, people, places, or things that brands can use to create strong a favourable associations through the associations the devices already had (halo effect)
What do we measure when we consider company associations?
Corporate ability (CA)
Corporate Social Responsibility (CSR)
What is Corporate ability (CA) and how it is it measured?
The functional judgement, taking into consideration their product sophistication and corporate evaluation to receive their product evaluation (overall favourability expressed towards their products)
What is Corporate Social Responsibility (CSR) and how can we measure it?
It is the environmental, social, community and welfare responsibility of a company
Measured through their corporate evaluation
May/may not take into consideration their product’s social responsibility
This results in their product evaluation (overall favourability expressed towards their products)
What is the 1997 finding?
CA associations can exert dual influence on evaluations of new products through their effect on product perceptions, and overall corporate evaluation
CSR associations can exert influence on product evaluations through influence on the corporate evaluations rather than through influence on product attributes
What effects do Country of Origin (COO) have? Examples
Influence consumer perception of the brand through stereotypes that country may have, or brand may build the influence of the stereotypes
Dilmah, El Ray Chocolate (Venezuala)
What are the characteristics of channels of distribution?
Access: location of stores
The atmosphere
Prices and promotions
Cross category assortment (breath of products)
Within category assortment (how many brands)]
What is co branding? Examples?
Occurs when 2 or more existing brands are combined into a joint product or marketed together, leveraging each other’s equity
Redbull and Go Pro, Adidas and Yeezy, Apple and Nike, Dairy Milk and Oreo
What are brand alliances?
When quality is unobservable
-Brand 1 provides reassurance of Brand 2 quality (eg. Maccas and Fisher Price)
When quality is observable
-Brand alliances add to number of product attributes
What is cause related marketing? (CRM) Examples?
The process of formulating and implementing marketing activities that are characterised by an offer from a brand to contribute a specified amount to a designated cause when customers engage in revenue, satisfying brand and organisation
What is cause related marketing? (CRM) Examples?
The process of formulating and implementing marketing activities that are characterised by an offer from a brand to contribute a specified amount to a designated cause when customers engage in revenue, satisfying brand and organisation
-American Express/Statue of Liberty renovation
-Haagan Das Save The Bees
-KFC Breast Cancer Buckets for a cure
What is licensing?
When it involves contrasts that companies can use the names, logos, and characters of other brands for a fixed fee
What is a Q score?
To measure the value of a celebrity endorsement
Divide the total % of respondents who claim celebrity as their favourite by the total % of respondents who are familiar with them
What is the Davie Brown Index? (DBI)
Measures celebrity endorsement effectiveness based on factors such as appeal and awareness of celebs, the level of acceptance of their endorsements, whether they’re trendsetters, career monitoring, the degree of their influence and trust
What are some issues that can occur with celebrity endorsements?
They are overused by different brands
Not a match for the brand
They become troublesome or controversial
They are money driven
They distract attention from the brand
