Secondary brand association has its importance when consumers are not aware of the new or upcoming brand. It has its challenges but overall success of secondary association in building strong brand equity cannot be ignored. Co-op adverting agreements were developed to establish a push strategy with these manufacturers to facilitate the sale of the product. © Management Study Guide “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. 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. :�t���b�� A �� �d��ȁ���+���ٝě޹p�(V}�Ճ�fp3���o|�z�������vea��/m���ݛ]�)ƨe��z���!�9g���Î�" �d���ȳw������t��nHfN2��aG���}[��a�%n��xv4`1�>�wL��:�m�%��bf=���m�������,sNM1 Starbucks as reflected by the brand association held in target customers’ memories (brand image).

Then there are marketing strategies aimed at product, price and distribution network. Brand elements offer many alternatives style, logo unique selling proposition etc. There are various ways to create brand equity. We are a ISO 9001:2015 Certified Education Provider. Brand associations: When founders Baldwin, Bowker and Siegl first founded Starbucks, the initial secondary brand associations were based on a geographic area, Italy. 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.

This could lead to dilution or recall value of brand.

Here brand has to draw some brand elements and brand knowledge from already developed brand, which has already created impression in consumer’s mind, thereby leveraging secondary brand association to create brand equity. Below both brands building program approaches are compared from my point-of-view. Starbucks focuses the entire company on its customers, following suit with Keller’s keys to better selling on page 266 of the text. That gives you a running start. 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. Also if fortunes of celebrity goes turtle brand are also in for some pounding.

Event sponsorship is another way for brand association but again right choice of event is very essential to make the brand relevant among consumer. These options are association with companies, countries and distribution channel. The advertising used ultimately increased sales. “Staci is very professional, passionate, and motivated. “Staci, works independently, takes intiative and drives results.

Along with company, country of origin can also be relevant source for brand association, for example BMW and its association with Germany. If a company is to introduce a new brand the first step of association is with corporate brand if it exists. �B)�MS���C�0ǐ�L�0��P��*����C �9��|���d/&7S�R�sM{�+N���OAL԰�҉�ߛ�yN�SZW�>9 Next set of options relate to brand image and they are in form of brand ambassador, event sponsorship and other related activities. The intent was to change consumer perceptions and behavior about an impersonal technology company. 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). �;Q�Шˊq0�s*]4;�%�a�K6�� [�5q����s:���;�N�{X��Ȫ�0Q�C��`%��9+h�"�&R{O��e. Another form of endorsement is from third party for example dental association certifying toothpaste brand. This leads to indifferent approach from customer towards brand. Due to her direction and assistance, I now have invaluable skills in Social Media, marketing and advertising. Both used Keller’s suggested relevant criteria in assessing the collective impact of their programs. Starbucks and Intel, both leading companies in their receptive product category, used very different approaches to brand building programs over the years however both companies goals were similar using the CBBE model to “create awareness, linking points-of-parity and points-of-difference associations, elicit positive judgments or feelings and facilitated a stronger customer-brand connection and brand resonance” (Keller, p. 230). 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). Benefit with this kind of association is that there definite decrease in cost of introducing of brand plus positioning becomes easier. Marketing communication is also strategic with respect to build brand equity with choice of medium (TV, radio, etc) and sales/consumer promotion. �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���~� 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. Here focus is on product and its attributes, correct and convincing price structure, and finally choice of product reaches consumer. She works and communicates well with her cooworkers and keeps everything/everyone organized and motivated.