Leveraging Corporate Brand

Leveraging the corporate brandJennie Allester (id 6022480)Teodora Gereanu (id 560545)Kyra van Gestel (id 470872) Denise Minciacovschi (id 546526)Martyna Miskiewicz (id 6020383)

Presents:

AGENDA The brand relationship spectrum Nivea case Leveraging the corporate brand

BREAK

Quiz Surprise

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Problem statement How does the brand relationship

spectrum help leverage your corporate brand?

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The brand relationship spectrumD. Aaker and E. Joachimsthaler (2000)

Brand relationship spectrum

Brand relationship

spectrum

House of brands

Not connected

Shadow endorser

Endorsed brands

Token endorsement

Linked name

Strong endorsement

Subbrands

Co-drivers

Master brand as driver

Branded house

Different identity

Same identity

O

O

P

P

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Driver role Reflects the degree to which a brand

drives the purchase decision and use experience

The answer to the question “What brand did you buy?” is the brand that had a primary driver role

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House of brands

Product brand Organizational brand

O

P

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Endorsed brands

Token endorsementLinked name

Strong endorsementP

P

O

O

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Subbrands

P

P

O

O

Co-drivers

Master brand as a driver

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Branded house

P

O

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Nivea

Around the world

Selecting the right strategy

Toward a branded house Toward a house of brands

Does the master brand contribute to the offering?

Is there a compelling need for a separate brand?

Will the master brand be strengthened by associating with the new offering?

Will the business support a new brand name?

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Towards a branded house Does the master brand contribute to the

offering? Enhancing Value Proposition Credibility Visibility Communication Efficiencies

Will the master brand be strengthened by associating with the new offering?

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Towards a house of brands Is there a compelling need for a separate brand?

Creating and Owning an Association Representing a New, Different Offering Avoiding an Association Retain/Capture a Customer/Brand Bond Avoiding Channel Conflict

Will the business support a new brand name?

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Leveraging the corporate brandD. Aaker (2004)

7 Organizational AssociationsHeritage

Assets and Capabilities

People

Values and Priorities

Local/Global Frame of Reference

Citizenship Programs

Performance and Size

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People of Zappos

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Concern for Customers 7 slides until surprise

Challenges and impact

·Heritage

·Assets/ Capabilities

·People

·Values/ Priorities

·Local/ Global

·Citizenship

·Performance

·Organizationally based differentiation

·Corporate programs as branded energizers

·More effective management of the brand portfolio

·Support for internal brand building

·Provides message to supplement the product brand

·Support for communication to audiences

·Provide the ultimate branded house

·Maintaining relevance

·Creating value propositions

·Avoiding visible negatives

·Managing the brand across contexts

·Making the brand identity emerge

ADVANTAGES

CHALLENGES

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Maintaining Relevance Columbia Pictures

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Avoiding Visible Negatives Vulnerable to negatives

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Break

Quiz Lexus Chanel

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Conclusion Brand relationship spectrum is a useful

tool to help employ subbrands and endorsed brands; the different strategies are used in combination

The corporate brand can be leveraged towards a master brand when challenges are successfully overcome

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Surprise

Questions?

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Thank you for your attention!