Leveraging Secondary Associations

• Brand associations may themselves be linked

to other entities, creating secondary
associations:
– Company (through branding strategies)
– Country of Origin (through identification of product origin)
– Channels of Distribution (through channels strategy)
– Other Brands (through co-branding)
– Characters (through licensing)
– Celebrity Spokesperson (through endorsement advertising)
– Events (through sponsorship)
– Other third party sources (through awards & reviews)

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 Leveraging Secondary Associations
• These secondary associations may lead to
a transfer of:
– Response-type associations
• Judgments (especially credibility)
• Feelings
– Meaning-type associations
• Product or service performance
• Product or service imagery

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 Leveraging Secondary Associations

• This transfer of secondary associations will

depend on:
– Awareness and knowledge of entity
– Perceived relevance of entity linkage
• Fit?
• Cue overload?
• Attributions?
– Evaluative consistency with brand associations

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Figure 2-9 Building Customer-Based Brand Equity
BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS

Choosing Brand Elements

Brand name Memorability Brand Awareness Possible Outcomes

Logo Meaningfulness
Symbol Appeal Greater loyalty
Depth Recall
Character Transferability
Recognition Less vulnerability to competitive
Packaging Adaptability
Slogan Protectability marketing actions and crises

Breadth Purchase Larger margins

Consumption
Developing Marketing Programs More elastic response to price
decreases
Product Tangible and intangible benefits
Price Value perceptions More inelastic response to price
Distribution channels Integrate”push” and “pull” increases
Communications Mix and match options
Brand Associations Greater trade cooperation and
support

Strong Relevance
Increased marketing communication
Leverage of Secondary Associations Consistency
efficiency and effectiveness
Company Desirable
Favorable Possible licensing opportunities
Country of origin Deliverable
Channel of distribution Awareness
Meaningfulness More favorable brand extension
Other brands Point-of-parity
Transferability Unique evaluations
Endorsor Point-of-difference
Event