中国经济管理大学 MBA课《Brand Management07》

徐老师

中国经济管理大学
《战略品牌管理》MBA导师手册（工商管理经典教材）
Chapter 7
Leveraging Secondary Brand Knowledge to Build Brand Equity

Overview
This chapter addresses the way in which secondary associations can be leveraged to build brand equity. Secondary associations are those related to other entities to which a brand is linked, such as the parent company, country of origin, channels of distribution, spokespeople, events, characters, other brands, and third-party sources. The link may lead consumers to assume or infer that beliefs, attitudes and perceptions they have for the external source also hold for the brand. This ability to “borrow” equity from the people, places, or things associated with the brand creates additional leverage for marketers beyond that generated by brand elements and marketing programs.
Leverage can only occur when consumers are familiar with the external source and associations for the source are relevant to the brand. The leveraged associations are most likely to be considered in brand choice decisions when consumers have low interest or knowledge levels. Three criteria for evaluating the extent of leverage resulting from brand linkage to another entity: awareness of knowledge of entity, meaningfulness of the entity’s knowledge, transferability of the entity’s knowledge.
The chapter notes that attempts to leverage secondary associations require the company to relinquish some control over the branding process. In particular, managing the transfer process so that only the relevant secondary associations become linked to the brand may be difficult. Unwanted secondary associations may also become linked to the brand. For example, if one of two brands in a co-branding agreement becomes a target for negative publicity, the other brand may find its brand equity negatively affected as well.
Brand Focus 7.0 discusses one of the biggest events for corporate sponsorship, the Olympic Games. Companies spend up to $50 to be lead sponsors for the Games, and then spend as much as $100 million on related marketing activities; however, not everyone thinks the Games provide good value since the increasing commercialization of the competition makes it harder to break through the clutter.
Science of Branding
7-1: Understanding Retailers’ Brand Image Dimensions
7-2: Understanding Brand Alliances
Branding Briefs
7-1: HP Brand Campaign Promotes Change
7-2: Selling Brands the New Zealand Way
7-3: Calvin Klein & Warnaco’s Battle of the Brands
7-4: Co-Branding & Licensing at General Mills
7-5: Ingredient Branding the DuPont Way
7-6: Licensing the Disney Way
7-7: Celebrity Endorsers Connect Brand with Fans
7-8: Event Sponsorship at Visa
Discussion questions
1. The Boeing Company makes a number of different types of aircraft for the commercial airline industry, e.g., the 727, 747, 757, 767, and 777 jet models. Is there any way for Boeing to adopt an ingredient branding strategy with their jets?  How?  What would be the pros and cons?

Boeing could develop an ingredient branding strategy by leveraging its corporate name more for use on the interior and exterior of planes, on literature issued inside the plane, on ticketing information, and in airline advertising. Boeing could also develop an advertising campaign featuring its different jet models. Pros: more business, more recognition, and greater equity. Cons: greater accountability (particularly in the event of a crash) and competitors can adopt similar strategy.
2. After winning major championships, star players often complain about their lack of endorsement offers. Similarly, after every Olympics, a number of medal-winning athletes lament their lack of commercial recognition. From a branding perspective, how would you respond to the complaints of these athletes?

Athletes are brands unto themselves, and sponsorship and endorsement opportunities exist because the sponsoring company wishes to borrow some of the athletes’ brand equity. Just like commercial brands, athletes vary in the strength, favorability, and uniqueness of consumers’ associations to them. In team sports, strong and favorable associations typically exist among the fan base for the entire team, but it is difficult for more than a few individual players to attain unique associations. Many Olympic sports do not engender strong associations, and those athletes that do manage to develop strong and favorable associations often encounter difficulty setting themselves apart from other medal-winners. Developing unique personalities, abilities, and stories would be a recommended course of action for athletes looking to capitalize on their achievements.

3. Think of the country in which you live. What image might it have with consumers in other countries?  Are there certain brands or products that are highly effective in leveraging that image in global markets?

Answers will vary.
4. Which retailers have the strongest image and equity in your mind?  Think about the brands they sell. Do they help to contribute to the equity of the retailer?  Conversely, how does that retailer’s image help the image of the brands it sells.
Answers will vary.
5. Pick a brand. Evaluate how it leverages secondary associations. Can you think of any ways in which the brand could more effectively leverage secondary brand knowledge?
Answers will vary.
Exercises and assignments
1. Ask students to poll consumers regarding their associations for different countries. What products or services fit with and could benefit from being linked to the countries?  Are the associations consistent with the way in which products and services from those countries are being marketed?  (Can be related to Branding Brief 7-2: Selling Brands the New Zealand Way)
2. Tell students to suggest celebrity endorsers for brands currently without one, and to explain their recommendations. For example, does Dennis Rodman’s fiery personality make him a good spokesperson for Tabasco?  Does Sean “P. Diddy” Combs’ ever-present cell phone make him a perfect candidate to endorse Nokia phones?  Would Rosie O’Donnell be a made-in-heaven match with Nickelodeon because of her love for and knowledge of classic TV shows?
3. Assign students the task of finding co-branding opportunities in various product categories. For example:
Facial tissue:  Puffs and Vaseline Intensive Care lotion?
Spaghetti sauce: Ragu and Gallo wine?
Hotel:   Red Roof Inn and Serta mattresses
      (Can be related to Branding Brief 7-4: Co-Branding & Licensing at General Mills)
4. Have students identify a brand with an active licensing strategy and evaluate the
fit of the licensed products with the brand’s image. What changes should be made in the brand’s licensing policy?  Examples of brands with products in numerous categories outside the original include Jell-O, Looney Tunes, Ralph Lauren and Star Wars. (Can be related to Branding Brief 7-6: Licensing the Disney Way)
Key take-away points
1. Brands can “borrow” equity from their association with people, places, programs, and other non-product-based sources.
2. Secondary associations are strongest when consumers have awareness and strong, favorable, and unique perceptions of the external source.
3. Secondary associations are most likely to affect evaluations when consumers lack the ability or motivation to judge product attributes.
4. Leveraging secondary associations can be problematic because it requires marketers to give up some degree of control over the branding process.

中国经济管理大学
《战略品牌管理》MBA导师手册（工商管理经典教材）
第7章
利用次要品牌知识，建立品牌资产

概述
本章将讨论在什么是次要的协会可以用来建立品牌资产的方式。中学协会是那些对其他实体的相关联的一个品牌，如母公司，原产国，分配的代言人，事件，人物，其他品牌，和第三方的来源渠道。该链接可能导致消费者承担或推断，信念，态度和看法，他们的外部来源，也举行了品牌。这种能力，“借用”取之于民，地方，或与品牌相关的事权益创造了超越市场营销，通过品牌要素和营销计划所产生的额外的杠杆作用。
杠杆只有当消费者与外部源和源协会熟悉相关的品牌。杠杆协会是最有可能在品牌选择时，会考虑消费者的决定低息或知识水平。知识的实体，该实体的知识意义，对实体的知识转移的认识：三种评价结果从品牌连锁杠杆程度，另一实体的标准。
该章指出，企图利用二级协会要求该公司放弃一些对品牌的过程控制。特别是，转让过程管理，以便只有相关二手协会成为联系在一起的品牌可能是困难的。不需要的二级协会也有可能成为与品牌。例如，如果在一两个品牌联合协议的品牌之一变成了负面的宣传目标，其他品牌可能会发现它的品牌价值以及不利影响。
7.0品牌集中讨论了为企业赞助的最大的活动，奥运会之一。公司花费50美元是导致赞助奥运会，然后用在营销活动多达1亿美元，但是，并不是每个人都认为，奥运会提供良好的价值，因为本次比赛的日益商业化使得它更难突破杂乱。
科学的品牌
7-1：了解零售商的品牌形象维度
7-2：了解品牌联盟
品牌简介
7-1：HP品牌的运动还倡导变革
7-2：畅销品牌新西兰路
7-3：卡尔文克莱恩和Warnaco公司的品牌之战
7-4：联合品牌和在通用磨坊牌照
7-5：成份品牌杜邦路
7-6：授权迪斯尼路
7-7：名人代言人与歌迷品牌连接
7-8：在签证活动赞助

讨论的问题
1。波音公司制造的商业航空业的若干不同类型的飞机，例如，727，747，757，767和777喷气式飞机模型。波音公司是否有任何方法采用一种成分的品牌战略，用自己的飞机？怎么样？会是什么利弊？
波音公司可以通过运用对飞机的内部和外部使用其公司名称的成分多品牌战略，在飞机上发表文学，票务信息，并在航空公司的广告。波音公司还可以开发为特色的广告不同的喷射模型。优点：更多的业务，更多的认可，提高公平性。缺点：加强问责制（尤其是在崩溃的事件）和竞争者可以采取类似的策略。
2。在赢得大满贯赛，明星球员常常抱怨他们缺乏提供背书。同样，在每一个奥运，一个金牌得奖运动员感叹他们的商业认识不足数。从品牌角度看，你会如何应对这些运动员的投诉？
运动员自己就是自己的品牌，并赞助和代言机会存在，因为赞助公司希望借运动员的品牌平等。就像商业品牌，运动员的实力各不相同，好感度，以及消费者协会对他们的独特性。在团队体育，强而有利的组织通常存在着为整个球队的球迷基础，但很难超过数达到独特的个别球员协会更多。许多奥林匹克运动不产生强烈的协会，这些运动员和那些管理制定强有力的和有利的社团往往会遇到困难，设置从其他奖牌得主自己分开。开发独特的个性，能力，和故事将是行动寻求利用他们的成就运动员的建议疗程。

3。想想你生活在哪个国家。它有什么样的形象可能与其他国家的消费者？是否有某些品牌或产品，是高度利用这种形象在全球市场上有效？
答案会有不同。
4。哪些零售商具备最强的形象在你的头脑和公平？想想他们的品牌出售。它们是否有助于促进零售商的权益？相反，请问该零售商的形象，帮助它销售的品牌形象。
答案会有不同。
5。选择一个品牌。评价如何利用二级协会。你能想到的任何方法，使品牌能更有效地利用次要品牌知识？
答案会有不同。
练习和作业
1。要求学生调查消费者对于不同国家的关联。什么样的产品或服务的配合，可以受益于被链接到的国家？是协会与在其中来自这些国家的产品和服务正在销售的方式一致？ （可与品牌简介7-2：畅销品牌新西兰路）
2。告诉学生提出建议，目前没有一个品牌代言人，并解释他们的建议。例如，是否丹尼斯罗德曼的个性使他成为一个火热的塔巴斯科良好发言人？是否肖恩“体育吹牛老爹“Combs的无处不在的手机使他成为一个完美的候选人，支持诺基亚手机？将Rosie O'Donnell的是因为她的热爱和对知识的经典电视节目与尼克制造的天上的比赛？
3。分配学生寻找合作品牌在不同产品类别的机会的任务。例如：
面纸：泡芙和凡士林重症监护洗剂？
意粉酱：RAGU和盖洛葡萄酒吗？
酒店：红屋顶酒店和仙达床垫
      （可与品牌简介7-4：联合品牌及牌照在General Mills）
4。让学生积极认同一个品牌授权策略和评价
适合与品牌形象的授权产品。什么样的改变应在该品牌的发牌政策？同类别的产品在众多品牌的例子外，包括原有的果冻啊，乐一通，Ralph Lauren和星球大战。 （可与品牌简介7-6：授权迪斯尼路）
重点外卖点
1。品牌可以“借用”他们与人，地点，程序和其他非产品为基础的来源协会权益。
2。中学时最强的消费者协会是有意识和外部源强，有利，和独特的看法。
3。中学协会是最有可能影响评价当消费者没有能力或动机来判断产品属性。
4。利用二次协会可能会产生问题，因为它要求营销人员放弃对品牌的过程中某种程度的控制程度。