BU470 Lecture Notes - Lecture 6: Derrick Rose, Cash Flow, 2014 Winter Olympics
Document Summary
Lecture 6: secondary brand associations and measuring brand equity. Associations and brands: a connection between a brand and another entity can form a mental link from the brand to the entity, including, associations, judgments, feelings, etc, e. g. Transfer of brand knowledge e. g. co-branding nike with apple: either inconsistent or complements the other brand on one or more attributes enhances associations. Secondary brand association has its importance when consumers are not aware of the new or upcoming brand: commonality marketers select entities for which consumers have some or many similar associations, e. g. Creating associations you already know and are aware of. Reese shaped cups, m&m"s, etc. chocolate bars: complementarity marketers purposefully select an entity for which there are few common associations usually to deliver a new, more desirable association, e. g. Linking the brand: choices when branding a new product, create a new brand, adopt or modify an existing brand, combine an existing and a new brand.
