MKT 510 Lecture 7: Mkt510-Chapter7
Document Summary
Ways in which we link secondary brand associations to the brand: company. Branding strategies are important for strength of association from brand to company and other existing brands. 3 main branding options exist for new product: create new brand, adopt/modify existing brand, combine an existing and a new brand. Large companies might want to introduce new brands/buy niche brands in an attempt at a smaller image (kellogg"s and kashi: country of origin, channels of distribution. Retailers create associations through image transfers"-products/brands they stock and means by which they sell them. Consumers may infer characteristics o a brand on basis of where its sold: cobranding- two or more brands are combined into a joint product or are marketed together in some fashion. Expand brand meaning into related categories: broaden meaning, increase access points. Successful cobranding- both brands should have adequate brand awareness, associations, consumer feelings, both brands have separate potential brand equity (most important- logical fit between the two)
