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8 Cards in this Set
- Front
- Back
Leveraging Secondary Brand Knowledge
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Indirect approach to building brand equity
When a brand borrows some brand knowledge and some brand equity from other entities. |
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Co-Branding
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Brand Building or Brand Alliances
Occurs when 2 or more existing brands are combined into a joint product or are marked together in some fashion |
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Ingredient Branding
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A special case of co-branding which creates brand equity for materials, components or parts that are necessarily contained within other brand products
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Licensing
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Creates contractual arrangements whereby firms can use names, logos, characters, and so fourth of other brands to market their own brands for some fixed fee
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Secondary Brand Knowledge
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Link the brand to other entities with their own set of associations. Consumers may expect that some of these same associations also characterize the brand
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Third Party Sources
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Leading magazines, organizations, and experts can improve perceptions of an attitude towards a brand
Tend to be credible sources |
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Sponsored Events
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Events have their own set of associations that may become linked to a sponsoring brand under certain conditions
Transfer associations on the basis of various dimensions of credibility |
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Celebrity Endorsement
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Using a well known/admired person to promote a product
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