What are the key success drivers for brand extensions?
Fit: Category fit, brand image consistency, target market overlap.
Relevance: Extension must align with consumer needs.
Parent Brand Equity: Strong, positive associations of the parent brand.
What are risks of brand extensions?
Brand Dilution: Weakening of parent brand equity.
Consumer Confusion: Mixed messages about the brand.
Cannibalization: Extension eats into the parent brand’s sales.
How can brand fit be evaluated for an extension?
Product Fit: Functional or symbolic similarities.
Image Fit: Alignment of core brand attributes with the new category.
What are secondary sources of brand equity?
External entities a brand links itself to, and the brand borrows characteristics from the associations from this brand
Co-brands (e.g., Apple & Nike).
Spokespersons (e.g., celebrity endorsements).
Events or sponsorships (e.g., Coca-Cola and the Olympics).
What are benefits of leveraging secondary sources?
Enhances brand meaning.
Improves consumer perceptions.
Strengthens differentiation or credibility.
What is the difference between Points of Parity (POP) and Points of Difference (POD)?
POP: Attributes shared with competitors (category membership).
POD: Unique attributes that differentiate the brand (brand meaning).
How does brand positioning connect to the CBBE model?
POP and POD define brand meaning in the CBBE model (Performance & Imagery).
Competitive frame of reference aligns with salience in the CBBE model.
What are Keller’s key elements of brand positioning?
Target market.
Competitive frame of reference.
Points of Parity (POP).
Points of Difference (POD).
What are the four dimensions of brand resonance?
Behavioral loyalty: Repeat purchases.
Attitudinal attachment: Emotional connection.
Sense of community: Connection with other brand users.
Active engagement: Investing time and resources into the brand.
Why is brand resonance critical for equity?
It builds strong consumer relationships, leading to:
Higher loyalty.
Advocacy.
Willingness to pay premiums.
What factors influence the effectiveness of product placements?
Congruity: Fit between the product and the media content.
Visual vs. audio placement: Visual placements are more subtle; audio placements aid recall.
Plot connection: If the product is central to the story, recall increases.
What are the framworks on internal branding
Miles and magold on steps to aligning employees, and Burmann and zeplin on the concept of brand commitment thorugh activities, leading to citizenship behavior (go beyond their roles to support the brand)
How does internal branding support external brand equity?
Employees become brand ambassadors.
Improves customer experience and brand consistency.
Builds sustainable competitive advantage.
What is Aaker and Keller’s concept of fit in brand extensions?
Extensions succeed when there is category fit (similarity between parent and extension categories) and brand image fit (alignment with the parent brand’s reputation).
What are Volckner and Sattler’s drivers of brand extension success?
the most crucial aspect is fit, then marketing support with strategies and and promotional efforts, then how the consumers view the quality of the parent brand, retailer acceptance and lastly experience and history consumers have with the parent brand.
How does the Associative Network Memory Model relate to secondary sources?
It shows how brand associations are stored in a customer’s memory, and secondary sources strengthen or create new connections in the network. Nedungadi highlights the importance of making the brand easily accesable in the memory as the easier the brand is recalles, the more likely it is chosen
What are the stages of the CBBE model?
Salience: Build brand awareness.
Performance & Imagery: Develop brand meaning.
Judgments & Feelings: Shape customer responses.
Resonance: Achieve deep emotional loyalty.
Why is brand achitecture strategy important and which tools can we use?
It is important to know the brand architecture of the brand to be able to clearly communicate the similarities and differences between the products as this build brand equity. you can use brand hierachy and product matrix as tools.
why is fit important?
a high degree of fit leads to a more credible extension
What is the mere exposure effect?
principle saying that people tend to develop a preference for the things they are familiar with
what is in kellers framework?
1.Quality 2. Employees and customer focus 3. sustainability, social responsibility 4. credibility from expertise
What is ELM
its the route to do something. 1. central route with high involvement and 2. peripheral route with low involvement. in alliances if the consumers have low involvement they need less arguments and information for having a positive attitutde towards the partnership.
define positiong and why it is important to do it right?
positioning refers to getting a valuable an distinct place in the mind of consumers relative to competitors and how well the brand fits in the category affects brand recall. it is related to the depth and breadth of the salience in CBBE
depth and breadth of brand awarness
depth is how easily the bradn is recognized in situations or in needs, and breadth is the range of usage situations the brand comes to mind, linked to benefits, products, services
