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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
23 slides until surprise
Problem statement How does the brand relationship
spectrum help leverage your corporate brand?
22 slides until surprise
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
20 slides until surprise
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
19 slides until surprise
House of brands
Product brand Organizational brand
O
P
18 slides until surprise
Endorsed brands
Token endorsementLinked name
Strong endorsementP
P
O
O
17 slides until surprise
Subbrands
P
P
O
O
Co-drivers
Master brand as a driver
16 slides until surprise
Branded house
P
O
15 slides until surprise
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?
13 slides until surprise
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?
12 slides until surprise
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?
11 slides until surprise
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
9 slides until surprise
People of Zappos
8 slides until surprise
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
6 slides until surprise
Maintaining Relevance Columbia Pictures
5 slides until surprise
Avoiding Visible Negatives Vulnerable to negatives
4 slides until surprise
Break
Quiz Lexus Chanel
2 slides until surprise
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
1 slide until surprise
Surprise
Questions?
Don’t forget to visit us tomorrow at parcel 11!
Thank you for your attention!
