MKT 510 Chapter Notes - Chapter 7: Pop-Tarts, Tiger Woods, Chocolate Syrup
Document Summary
Chapter 7 leveraging secondary brand associations to build brand equity. Secondary sources of brand knowledge (entities: companies branding strategies, countries or geo areas identification of product origin, channels of distribution channel strategy, other brands co branding, characters licensing, spokesperson endorsements, events sponsorship, other 3rd party sources awards or reviews. Linking the brand to some other entity may create a new set of associations from the brand to the entity, as well as affecting existing brand associations. May form a mental association from the brand to this other entity, and to any or all associations, judgements, feelings, and the like linked to that entity. Affect evaluations of a new product when consumers lack either the motivation or the ability to judge product related concerns. Consumers may be more likely to make brand decisions on the basis of the secondary considerations. Linking the brand to another entity can also affect existing brand associations.
