Brand Leveraging Concepts

Brand associations derived from external entities that consumers link with the brand.

Using external entities' associations to affect a brand's perception.

Essential factor in determining how effectively associations are leveraged to a brand.

The degree to which inferences from entity knowledge impact the focal brand when linked

The need for a logical connection between brand and entity associations to be effectively leveraged.

How easily the entity's knowledge affects brand image and consumer perception.

Consumer understanding of the external entity is a key factor in successful entity association.

The appropriateness and relevance of the link between brand and entity.

Potential problems from brand partnerships, like differing brand values or objectives, leading to a loss of control, uncertain long-term advantage, or perceived incongruence.

Legal agreements allowing firms to use brand names, logos, or characters for a fee allowing brands to leverage secondary brand associations from other brands.

Licensing provides fast and efficient brand building, protecting from counterfeiting, and legally securing brand use.

Overexposure and negative consumer perceptions about alliance partners, potentially leading to confusion or dissatisfaction and creating a risk of saturation of the brand due to excessive use.

Licensing of company names, logos, or brands to other firms for use on often unrelated products for generating revenue, trademark protection, brand exposure, and enhanced image.

Incompatible brand attributes, benefits, and perceptions among partnering brands, or a lack of transferable brand knowledge causing failure.

Using a product's origin as a way of generating brand associations, based on perceived qualities specific to the area.

The similarity and compatibility among a brand's attributes, benefits, and perceptions. Essential for a successful brand extension.

How consumers evaluate products based on the country they originated from.

Country of Origin effects are highly linked to the perceived economic development of the country of origin.

A unique attribute that differentiates a product from competitors.

Using country of origin as a positive attribute to build brand perception.

Preconceived notions about the quality or characteristics associated with particular countries.

The way a brand is perceived as related to the location of origin.

Country of origin is a stronger purchase factor than price, availability, or style, for some customers.

Legal implications of highlighting country of origin when patenting and trading.

Famous people used to promote products or services.

When a celebrity endorses too many products, reducing the impact on each.

Problems with using celebrities for endorsements (e.g., loss of popularity, negative publicity).

Characteristics making a celebrity a good endorser: Trust, expertise, likeability, and product relevance.

How well a celebrity's image aligns with a brand's image.

Integrated Marketing Communications plan using a celebrity.

Choosing, using, and evaluating strategies for effective celebrity endorsements.

Celebrity endorsements need high visibility and appropriate associations for effectiveness.

Measurement of how well an integrated marketing communications (IMC) program using an endorser achieves its goals.

Celebrities managing their own personal brand to give value to partnering brands.

How events create positive brand associations for sponsors through links to desirable qualities.

Using external reviewers, experts, and organizations like Choice or Yelp to back up or increase a brand.

Sponsoring social causes to improve brand associations by associating with a good cause.

Creating a strong link between a brand and sport for positive benefits and experience.

How event sponsorship creates strength, favorability, and uniqueness in existing brand connections

Find potential candidates and design a marketing plan that works for both the brand and the endorser.

Tangible and intangible aspects of a product's origin that affect consumer perception, both domestically and internationally.

Consumer perception of a retailer, affected by product selection, pricing, service quality, and credit policies.

Brand associations created by a retailer based on product display, inventory, promotion, and pricing methods.

Methods used to reach consumers, including expanding customer base through new channels or selective distribution.

How actions of supply chain partners influence a brand's perception and equity, requiring increased visibility and transparency.

Understanding how consumer perception of products differs based on retail channel, e.g., luxury brands in selective/upmarket channels.

The positive or negative transfer of a retailer's image to the brand based on the retailer's presentation and promotion methods.

The need for brands to highlight supply chain origins, manufacturing processes, and sustainability certifications, in order to maintain and enhance brand credibility and consumer trust.