Presents:

Leveraging the corporate brand

Jennie Allester (id 6022480) Teodora Gereanu (id 560545) Kyra van Gestel (id 470872) Denise Minciacovschi (id 546526) Martyna Miskiewicz (id 6020383)

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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?

The brand relationship spectrum

D. Aaker and E. Joachimsthaler (2000)

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Brand relationship spectrum

Not connected

House of brands Shadow endorser Token endorsement

Endorsed brands
Brand relationship spectrum

Linked name
Strong endorsement Co-drivers

Subbrands Master brand as driver Different identity

Branded house

Same identity

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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

O Product brand Organizational brand

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Endorsed brands
P O Token endorsement Linked name

P O

Strong endorsement

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Subbrands
Co-drivers

O P

Master brand as a driver

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Branded house

Nivea
Around the world

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Selecting the right strategy

Toward a branded house Does the master brand contribute to the offering? Will the master brand be strengthened by associating with the new offering? Toward a house of brands Is there a compelling need for a separate brand? 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?

Leveraging the corporate brand

D. Aaker (2004)

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7 Organizational Associations
Heritage 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

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Challenges and impact

ADVANTAGES
Organizationally based differentiation Corporate programs as branded energizers More effective management of the brand portfolio Heritage Assets/ Capabilities People Values/ Priorities Local/ Global Citizenship Performance Support for internal brand building Provides message to supplement the product brand

Support for communication to audiences

Provide the ultimate branded house

CHALLENGES
Maintaining relevance Creating value propositions Avoiding visible negatives Managing the brand across contexts Making the brand identity emerge

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Maintaining Relevance
Columbia

Pictures

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Avoiding Visible Negatives

Vulnerable

to negatives

Break

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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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Questions?

 Dont

visit us tomorrow at parcel 11!

forget to

Thank you for your attention!