Secondary Brand Associations

By, Prof. Vinay Sharma

Professor
Department of Management Studies
Indian Institute of Technology Roorkee

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 DISCLAIMER

THE INFORMATION REGARDING PRODUCTS, COMPANIES, BRANDS MENTIONED IN THE LECTURES IS FOR
EDUCTIONAL PURPOSES ONLY. THE FACULTY DO NOT ENDORSE OR PROMOTE ANY
PRODUCTS/COMPANIES/BRANDS DISCUSSED HEREIN IN ANY MANNER. VIEWS EXPRESSED HEREIN
ABOUT THE PRODUCTS/COMPANIES/BRANDS ARE THE PERCEPTION OF INSTRUCTOR AND ARE IN NO
WAY INTENTED TO PROMOTE OR DAMAGE THE REPUTION OF MENTIONED PRODUCTS/COMPANIES/
BRANDS OR TO HURT ANYONES FEELINGS AND EMOTIONS . NO COMPENSATION WAS RECEIVED FROM
ANY OF ITS PRODUCERS/ MANUFACTURERS/ COMPANIES FOR THE PRODUCTION OF THIS VIDEO.

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 Secondary Sources of Brand Knowledge

Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Company
• Branding strategies are an important determinant of the strength of
association from the brand to the company and any other existing
brands.
• Three main branding options exist for a new product:
– Create a new brand.
– Adopt or modify an existing brand.
– Combine an existing and a new brand.

Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Company- ITC e-Choupal
• ITC’s e-Choupal initiative is a powerful illustration of a unique model
that delivers large societal value by co-creating rural markets with local
communities.
• The e-Choupal digital infrastructure enables even small and marginal
farmers in rural Indian who are delinked from the formal markets to
access relevant knowledge, market prices, weather information, and
quality inputs to enhance farm productivity, quality, and command
better prices, thus making them more competitive in the national and
global markets.

Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Company- ITC e-Choupal
• ITC initiative has two infrastructures:
– Choupal Pradarshan Khet (customised agri-extension services and farmer training
schools)
– Choupal Saagars (Integrated Rural Service Hubs)
• The e-Choupal initiative has become a fulfillment channel for a two-
way flow of goods and services and raised rural incomes.
• As a company,
– ITC has gained from efficient sourcing and identity preserved
procurement which add value to its packaged foods business.
– It also created an inclusive model of empowering small and marginal
farmers by giving them the power of digital connectivity and access to
markets. Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity
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 Country of Origin and other Geographical Areas
• The world is becoming a “cultural bazaar” where consumers can pick
and choose brands originating in different countries, based on their
beliefs about the quality of certain types of products from certain
countries or the image that these brands or products communicate.
• Choosing brands with strong national ties may reflect a deliberate
decision to maximize product utility and communicate self-image,
based on what consumers believe about products from those
countries.
• For e.g., Levi’s jeans—United States, Chanel perfume—France,
Cadbury—England, BMW—Germany etc.
Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Country of Origin and other Geographical Areas
• Chandigarh among the Indian Cities has, by far, the most organized
approach to branding — it has a symbol, the open hand.
• When Le Corbusier, the French architect who planned Chandigarh,
conceived the idea of the Open Hand logo he did so with the idea of
peace and harmony through an exchange of open and free ideas.
• The Brand Positioning of Chandigarh as ‘City Beautiful’ is used well too,
in consonance with the well-planned roads and infrastructure, modern
layout and strive to maintain its image as a clean, beautiful town.

Source: 1. UN's World Cities Day: How would you brand your city? - The Hindu BusinessLine
2.Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity
Image Source: Incredible India | Chandigarh

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 Country of Origin and other Geographical Areas
• The World Trade Organization has given legal status to such GI products
under its Geographical Indication of Goods (Registration and Protection) Act
1999. As per the GI code, certain products are branded by location such as:
Darjeeling Tea Mysore Silk Kancheepuram Silk Kullu Shawl
Mysore Tirupathi Laddu Bikaneri Bhujia Paithani Sarees and
Rosewood Inlay Fabrics
Mahabaleshwar Mysore Thanjavur Paintings Malabar Pepper
Strawberry Sandalwood Oil
Kathputlis of Kutch Embroidery Dharwad Pedha Lucknow Chikan
Rajasthan Craft
Firozabad Glass Warli Painting Bangalore Blue Grapes Nagpur Oranges
Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Channel of Distribution
• As a reason of associations to product assortment, pricing and credit
policy, quality of service, and so on, retailers have their own brand
images in consumers’ minds.
• Retailers create these associations through the products and brands
they stock and the means by which they sell them.
• A consumer may infer certain characteristics about a brand by where it
is sold.
• Consumers may perceive the same brand differently depending on
whether it is sold in a store viewed as prestigious and exclusive, or in a
store designed for bargain shoppers and having more mass appeal.
Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Co-Branding
• Co-branding—also called brand bundling or brand alliances—occurs
when two or more existing brands are combined into a joint product or
are marketed together in some fashion.
• There are different ways to co-brand:
– a new product can become linked to an existing brand
– an existing brand can also leverage associations by linking itself to
other brands from the same or different company.

Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Co-Branding
• Kit Kat, Carnation, Toll House, Drumstick, Crunch, and Coffee-mate
are freestanding brands, all of which also feature the Nestlé brand
that serves as an endorser.
• Similarly, Oreo, Ritz, Wheat Thins, Nilla, Triscuit, Chips Ahoy!, and Fig
Newtons are individual brands cobranded with Nabisco, which plays
secondary role as an umbrella brand (all of these brands are owned
by Mondelēz International, which is a corporate brand not used in
consumer branding).

Source: Chernev, A. (2017). Strategic marketing management. Cerebellum Press.

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Source: https://ecoecho.substack.com/p/the-end-of-the-natural-foods-gold

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 Co-Branding (Ingredient branding)
• A special case of co-branding strategy is ingredient branding, which
creates brand equity for materials, components, or parts that are
necessarily contained within other branded products.
• Ingredient brands attempt to create enough awareness and preference
for their product that consumers will not buy a host product that does
not contain the ingredient.
• In other words, ingredient brands can become, in effect, a category
point-of-parity. Consumers do not necessarily have to know exactly how
the ingredient works—just that it adds value.
• For e.g., Intel’s Intel Inside cobranding campaign, which managed to
build customer loyalty for a product that most buyers never see or touch.
Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Ingredient branding- Examples
• Teflon: nonstick coatings (cookware and kitchen utensils)
• Microban: antimicrobial and antibacterial solutions
• Corning: Gorilla Glass for smartphones
• Mineral RO technology (Waster purifiers)
• Dolby noise reduction in stereos
• Android OS (Smart phones)

Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Licensing
• Licensing creates contractual arrangements whereby firms can use the
names, logos, characters, and so forth of other brands to market their
own brands for some fixed fee.
• Licensing can also provide legal protection for trademarks.
• Licensing the brand for use in certain product categories prevents other
firms or potential competitors from legally using the brand name to
enter those categories.

Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Licensing- Disney
• Disney Consumer Products (DCP) is designed to keep the Disney name
and characters fresh in the consumer’s mind through various lines of
business: Disney Toys, Disney Fashion & Home, Disney Food, Health &
Beauty, and Disney Stationery.
• DCP has a long history, which can be traced back to 1929 when Walt
Disney licensed the image of Mickey Mouse for use on a children’s
writing tablet.
• Disney started licensing its characters for toys made by Mattel in the
1950s.

Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Licensing- Disney
• Licensing continues to be an important source of revenue for Disney
particularly from the video game developers, publishers, and retailers.
• Disney also has merchandise licensing operations of its own including
toys, apparel, stationery, footwear, consumer electronics, and some of
the main licensing properties for Disney include Star Wars, Mickey and
Minnie, Frozen, Avengers, Disney Princess, etc.
• Over a five-year period (2010–2015), Disney added a total of $23.9
billion in retail sales of licensed merchandise—thereby retaining
Disney’s no. 1 position in licensing revenues in the United States—a
fact which is indicative of the strength of the Disney brand.
Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Celebrity Endorsement
• The rationale is that a famous person can draw attention to a brand and shape
the perceptions of the brand, by the inferences that consumers make based
on the knowledge they have about the famous person.
• A celebrity endorser should have a high level of visibility and a rich set of
potentially useful associations, judgments, and feelings.
• Potential issues to cover:
– celebrity endorsers can endorse so many products that they lack any
specific product meaning.
– there must be a reasonable match between the celebrity and the product.
– celebrities may distract attention from the brand in ads so that consumers
notice the stars but have trouble remembering the advertised brand.
Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Celebrity Endorsement- M.S. Dhoni
• Over the years, the former captain of the Indian cricket team has worked
with various brands, ranging from consumer durable to automobile,
retail and life insurance.
• In the Forbes ‘Fab 40 2016’ list of the biggest sport brands in the world,
Dhoni featured at the 10th spot.
• The former captain endorsed Pepsi for 11 years. His association with
PepsiCo started in 2005. ‘Oh yes abhi’ and ‘Change the game’ were some
of the popular and biggest campaigns featuring him.

Source: Birthday Special: Why brands love MS Dhoni - Exchange4media

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 Celebrity Endorsement- M.S. Dhoni
• Tewari (Marketing Director, Mars Wrigley Confectionery) feels that Dhoni is a
celebrated popular culture personality and having him on board helps build an
instant connect with the audiences. Moreover, his cool, easy-going personality
and tongue-in-cheek humour, strongly resonates with Snickers’ brand
personality.
• He is also the face of Dream’s 11 marketing campaign and brand engagement
activities.
• In 2014 alone, Dhoni was the face of 21 brands, which included giants such as
Pepsico, Aircel, Reebok, Titan and TVS Motors.
• In June 2016, Dhoni became the brand ambassador of Exide Life Insurance. He
also became the brand ambassador of Gulf Oil in 2015 and Revital in 2016.
Source: Birthday Special: Why brands love MS Dhoni - Exchange4media

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 Sporting, Cultural and other Events
• Sponsored events can contribute to brand equity by becoming
associated with the brand and improving brand awareness, adding new
associations, or improving the strength, favorability, and uniqueness of
existing associations.
• The main means by which an event can transfer associations is
credibility.
• A brand may seem more likable or perhaps even trustworthy or expert
by becoming linked to an event.
• The extent to which this transfer takes place will depend on which
events are selected and how the sponsorship program is designed and
integrated into the entire marketing program to build brand equity.
Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Sporting, Cultural and other Events- Coca-Cola
• Longest standing partner of the Olympic Games-The Coca-Cola
Company has been the longest continuous sponsor of the International
Olympic Committee (IOC), and in 2019 it announced it is extending its
relationship another 12 years, for a total of a historic 104 years.

• Supporting the Paralympic Games- The Paralympic Games are the

third largest sporting event in the world.
Source: Sports & Entertainment Partnerships | The Coca-Cola Company

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 Sporting, Cultural and other Events

• Through their expanded relationship with the International Paralympic

Committee, The Coca-Cola Company will continue supporting elite
athletes who will make history at the Paralympic Games Tokyo 2020
and beyond.
• Supporting football from grassroots to the world stage- Their
association with football dates back to the beginning of the last century
and in 1958 to 100+ Professional Football clubs, federations and
National Teams.
• Locally Relevant Events & Organizations- NCCA, NASCAR
Source: Sports & Entertainment Partnerships | The Coca-Cola Company

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 Third-Party Sources
• Marketers can create secondary associations in several different ways
by linking the brand to various third-party sources.
• Few examples are-
• NIRF Rankings (academic institutions)
• ISO certifications
• Michelin ratings (restaurants)
• Critic reviews of eminent personalities in the concerned fields etc.

Source: Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity

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 Bibliography
• Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and
managing brand equity​.
• Chernev, A. (2017). Strategic marketing management. Cerebellum Press.
• Consumer Product Revenue of Walt Disney- Statista 2021
• https://ecoecho.substack.com/p/the-end-of-the-natural-foods-gold
• Birthday Special: Why brands love MS Dhoni - Exchange4media
• Sports & Entertainment Partnerships | The Coca-Cola Company
• UN's World Cities Day: How would you brand your city? - The Hindu BusinessLine
• Image Source: Incredible India | Chandigarh

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THANK YOU

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