“Staci, works independently, takes intiative and drives results. In other words, you can leverage secondary brand association in your favour and establish strong brand equity. Above listed of association within current company’s infrastructure, however association can also be developed with brand from different company. Starbucks and Intel Criteria: Both companies have successfully created the most effective and efficient communication program for their respective brands (Keller, p. 267). Staci is very successful at most everything she does.” January 24, 2012 - Megan Clugh, U.S. Army War College. If you continue browsing the site, you agree to the use of cookies on this website. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, This entry was posted on Tuesday, April 3rd, 2012 at 3:19 pm and tagged with. 2008. Even if the consumers have brand knowledge how much relevance it holds for the current brand also has to be ascertained. Promotion: Intel is an ingredient brand therefore it was important to the brand to gain support from OEM’s to create a pull strategy with consumers. “Staci is very professional, passionate, and motivated. Starbucks as reflected by the brand association held in target customers’ memories (brand image). Secondary brand association has its importance when consumers are not aware of the new or upcoming brand. Specializes in denim Celebrity following peaked in early 2000's Diet coke has been an active supporter of the Heart Truth Campaign in association She has creative ideas and gets things done. You can use existing knowledge. These associations are also built on the OEM’s that Intel has partnered with and have developed a category point of parity (Keller, p. 298). There are various ways to create brand equity. (]X�F�ܼ� ��d8�دwRߟ�dJ Celebrity endorsement is another way of association, for example, Tiger Woods endorsing product Gatorade. This concept is called co-branding, for example branding of airlines referred to as Star Alliance consisting of 16 airlines. It has its challenges but overall success of secondary association in building strong brand equity cannot be ignored. Advertising: Intel uses a traditional approach to brand building using TV and print supported by place advertising to create exposure and attention of the brand. �;Q�Шˊq0�s*]4;�%�a�K6�� [�5q����s:���;�N�{X��Ȫ�0Q�C��`%��9+h�"�&R{O��e. ����r�H��i�5G_�Ϧ}��nk7�%x���.���jڻ9:M�k� �+߬��>! Another way of association is through usage of logos, characters from brands, franchise of other product category. So choice of right character as shown by Sony is important. Personal Selling: As stated in the case study and videos, “the key to Starbucks success and appeal has always been the employees, who knowledge and dedication always attracted consumers to return to the stores.” The focus on employees transcended into fostering positive customer relations. © Management Study Guide If a company is to introduce a new brand the first step of association is with corporate brand if it exists. The concept of this renowned coffee house was built on Italian’s love for coffee and socializing. Starbuck’s defines its success on allow consumers who are likely to influence others, as Keller (p. 265) states, “discover the product in hopes that they will pass a positive endorsement on to peers.” The extensive word-of-mouth campaigns that Starbucks developed create PODs, creating relevance for consumer, distinctiveness and believability (Keller, p. 114). These options are association with companies, countries and distribution channel. Title Slide of NIKE Brand Associations Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. However this also has challenges if that celebrity is involved endorsement many other brands. Chris Brown Evisu Third Party Sponsorship Efforts for Revitalisation Japanese brand founded in 1991 (Evisu, 2012). Ms. Cretu is highly skilled in all facets of advertising and marketing. 212 0 obj Now Starbucks has introduced new branded coffees based on the parts of the world the beans come from, creating secondary brand associations with these parts of the world from which the beans are grown. Both companies only focused on two to three marketing options to building their brands potentially limiting brand recall and recognition. These brand associations are also carried out through the use of stamps providing visual appeal to the consumer. You have more than one option when it comes to taking advantage of the benefits that the parent … Lost in the crowd is another problem leading from brand associations. ��myu�SH���١(1h�^}�Uq/�f�w�[|�)����z �� ����3b��I�����|�_n*n��)���4vK/��Sc��J3�v/��0K��듲t�k&8��E��!ؖ}�s������I�Ə��䤳��Ŧ�Ug�e��C�(���|���!��B�7v#�R֦%Ҷ4����V����3�ED��D�1�{Lj�Oꨄ�2�)4B;�����K ���R0�*��8X@z�����`ށ���T���D����û�&"'�p������Y� ��1�kˇ�v}NJ>h��08�����r�+���(p�zf3����B����fBp��C�N����Kq A��ީM� ē/����Y�����{⦅�f�Q�D�`5�KIB=�%��,1�/D�x³ΊV�P�ۆ�h*��Aڦ�Ld��$eԉ��/�����ܕ�2���>J9�U��H���6Y+w^��k��u�t*Z!����S�x��EY�~>E4U)t�u^ �1ΝW���t�ȩ^)��q|�f�ǽzӻ�Қ#��i���=(�)Z��n-Ѽ�a�̋t�������D"cv��x~�l[�{_��a2��К��%���|�lڳ�p� But here question is raised concerning brand positioning, if retail network is catering to high end brand, that distribution network will not relevant for low end brand. This leads to indifferent approach from customer towards brand. Event sponsorship is another way for brand association but again right choice of event is very essential to make the brand relevant among consumer. In order to grow the brand, Starbucks expanded their product offering and increased their channels of distribution through partnerships with hotels, airlines, grocery stores and Barnes and Noble. However, unlike Intel, a limitation to Starbucks strategy is coverage as I believe that the marketing programs could have reached a broader audience is there were some advertising mixed in. %�쏢 The concept of this renowned coffee house was built on Italian’s love for coffee and socializing. Brand building for brand extensions is easier than starting from scratch. According to this presentation, consumer brand associations are corporate related including confidence, innovative, trusted/reliable, leader, and precise, focused and high quality. A limitation to this would be creating enough awareness and preference for the ingredient brand that consumer will not buy another product without this ingredient (Keller, p. 298). The emphasis of Starbucks marketing efforts over the years has been on publicity and word-of-mouth marketing. Even through both companies focused efforts have proven successful, they could have also potential limited themselves by not using a broad view brand-building approach (Keller p. 267). That gives you a running start. Create a free website or blog at WordPress.com. Privacy Policy, Similar Articles Under - Strategic Brand Management, Brand Association - Meaning and its concepts, Leveraging Secondary Brand Association to Build Brand Equity. We are a ISO 9001:2015 Certified Education Provider. Marketers some come up with right mix of above strategies to convey right brand knowledge to consumers. However, if consumers do not have knowledge of associating company than there could be no knowledge transfer and cannot translate into benefit for the brand. Marketers have various options available to them to facilitate leveraging process. Brand elements offer many alternatives style, logo unique selling proposition etc. Due to her direction and assistance, I now have invaluable skills in Social Media, marketing and advertising. Secondary brand association has its importance when consumers are not aware of the new or upcoming brand. Purpose: Carrying with the conception of brand awareness and brand image packaged into the case of Starbucks brand, the authors aim to investigate the degree stream These agreements provided the manufacturers with funding to include the Intel logo in their TV and print ads, eliciting positive feelings about the ingredient brand. She works and communicates well with her cooworkers and keeps everything/everyone organized and motivated. Along with company, country of origin can also be relevant source for brand association, for example BMW and its association with Germany. �u�6�����'T��f�B���hv)oVہd T �P��,j�_���ö�����)hN��m�h�s����:)Ƴ)�$х�q��.�HĴ|{��t`� 0�@ q��Pdu���N��[2'�{b���~� Brand associations: As an ingredient brand, Intel key challenge is convincing the end-user that the ingredient is just as important as the end product. <> Here focus is on product and its attributes, correct and convincing price structure, and finally choice of product reaches consumer. However, if consumers do not have knowledge of associating company than there could be no knowledge transfer and cannot translate into benefit for the brand. Brand associations: When founders Baldwin, Bowker and Siegl first founded Starbucks, the initial secondary brand associations were based on a geographic area, Italy. Secondary associations are when the brand is linked to other entities that have their own knowledge structures in the minds of consumers. Starbucks has also recently leveraged brand associations through co-branding with Brayers Ice Cream, borrowing experience and expanding brand meaning into related categories to increase access points (Keller, p. 289). Another form of endorsement is from third party for example dental association certifying toothpaste brand. Then there are marketing strategies aimed at product, price and distribution network. Brand associations: When founders Baldwin, Bowker and Siegl first founded Starbucks, the initial secondary brand associations were based on a geographic area, Italy. For example, Sony’s PSP coming out with console featuring characters from Star Wars. Marketing communication is also strategic with respect to build brand equity with choice of medium (TV, radio, etc) and sales/consumer promotion. These trade promotions also used the well-known Intel jingle to create a customer-brand connection when the consumer heard an ad on TV. The key to both companies brand-building success; ultimately creating unique brand identities is consistency – staying consistent with the use of brand elements and programs (Keller p. 174). “I worked for Staci Cretu from June 2, 2010 to February 10, 2011 at the U.S. Army Recruiting Battalion – Harrisburg, Pa. During this time, she afforded me the opportunity, encouragement and training to learn a myriad of new technologies in Social Media and Website management, essential in today’s marketing and public affairs plans.