Secondary sources of brand knowledge

Secondary sources of brand knowledge. It describes how brands can form secondary associations through co-branding partnerships, ingredient branding, celebrity endorsements, sponsoring events, and highlighting third-party awards/reviews. Some reference materials and textbooks are considered tertiary sources when their chief purpose is to list, summarize or simply repackage ideas or other information. If Salomon decided to extend from skis to tennis racquets, there are a number of different ways it could leverage secondary brand associations. Understanding the unique value of different types of secondary sources can help researchers effectively harness this wealth of 13 2. Effects on Existing Brand Knowledge 1. Esch et al. Third-party sources Kotler [16] found that third-party sources are the supportingwing which links brand knowledge with consumers and mechanism of Jul 19, 2023 · Brand knowledge is the customer’s understanding of a company’s products or services, while brand equity is an intangible asset that can increase market share, revenue, and profits. Keller (2003) observes any potential encounter with a brand, irrespective of whether or not the encounter is supplier-initiated, “has the opportunity to change the mental representation of the brand Apr 12, 2024 · Secondary sources are books, periodicals, web sites, etc. See full list on gopromotional. They are not written by eyewitnesses to events, for instance, but use eyewitness accounts, photographs, diaries and other primary sources to reconstruct events or to support a writer's thesis about the events and their meaning. Consumer brand knowledge can be defined in terms of the personal meaning about a brand stored in consumer memory, that is, all descriptive and evaluative brand-related information. and improving the brand strength. Fishbein and Ajzen [17] found that consumers choose products according to not only brand itself but also secondary brand knowledge of that particular brand. For ingredient branding, it notes that ingredients can reinforce differences or give commodities an advantage. But linking a brand to someone or. Tertiary sources are usually not credited to a particular author. Characters (through licensing) 6. These sources are broadly categorized into primary and secondary research, each serving unique purposes and offering different insights into the subject matter at hand. Brand awareness like Aaker (1991 Sources of equity in brand collaboration In general, brand equity is comprised of four main categories of asset: brand awareness, perceived quality, brand associations and brand loyalty. Jun 5, 2016 · Secondary Sources of Brand Knowledge. If you want to mention a paper or study that you find cited in a secondary source, seek out the original source and cite it directly. Brand knowledge refers to the thoughts, feelings, experiences, become associated of a customer with a business’s brand or a company. Jan 19, 2020 · By linking their brands to these other entities, consumers may change how they think, feel or act towards the company’s brands. Study with Quizlet and memorize flashcards containing terms like Leveraging Secondary Brand Association, Mediums Through Which a Brand Can Leverage Secondary Brand Association, Cognitive Consistency and more. Post navigation. Other third-party sources (through award or reviews) Secondary Sources of Brand Knowledge Conceptualizing the Leveraging Process • Creation of New Brand Associations • Effects on Existing Brand Jan 19, 2020 · Brand knowledge structure, according to Keller (2020), is an important source of brand equity from which several financial and non-financial benefits flow. To help understand how these secondary associations can transform brand knowledge, a Jan 27, 2018 · The document discusses how brands can leverage secondary associations to build brand equity through various branding tools and strategies. Important in creating strong, favorable, and positive responses if the existing brand responses are deficient in Sep 4, 2016 · Customer-based brand equity (CBBE) measurement informs marketers about the performance of their marketing and brand strategies. Leave a Comment / By RM Nisperos / June 5, 2016 . 2) represents the additional or secondary sources of brand knowledge that can affect brand perceptions. A company’s major enduring asset is _____. Jul 19, 2023 · Leveraging secondary brand associations is a method to increase brand awareness and brand equity by partnering with or investing in other companies or entities that have a strong brand, so you can tap into their customer base and increase your visibility. 1 Secondary Sources of Brand Knowledge Ingredients Company Alliances Employees Endorsers Extensions | Channels Mar 1, 2009 · The final component of the model (Fig. Brand knowledge is developed due to interactions in the form of advertisements, communication etc which the company develops, its logo and has an ambassador for representation but is truly identified by its consumers only. By linking their brands to these other entities, consumers may change how they think, feel or act towards the company’s brands. jpg, Subject Business, from Foothill College, Length: 1 pages, Preview: FIGURE 10. The document discusses ways to leverage secondary brand knowledge to build brand equity, including through company associations, country of origin, distribution channels, co-branding, and ingredient branding. Jun 23, 2022 · Secondary sources draw on the data and experiences from primary sources to reassess the information and draw conclusions by combining them with information from other sources. Indirect, efficient approach to build brand equity. people c. Other brands (through co-branding) 5. Leveraging these secondary associations can Can be linked to the brand to generate secondary associations Consumers choose brands originating in different countries based on: Their beliefs about the quality of certain types of products from certain countries The image that these brands or products communicate Can create strong points-of-difference Leveraging secondary associations can be an efficient and effective way to strengthen a brand. This leads to indifferent approach from customer towards brand. Once the suggestions is received, we will try to find an electronic copy of the material. g. Consumers would be aware of the entity; hold some strong, favorable, and perhaps even unique a. When a brand lacks positive associations, secondary brand associations can be crucial for creating strong, unique, and positive connections. Conceptualizing the Leveraging Process • Guidelines 04/06/2024 8 FIGURE 7-2 : Understanding Transfer of Brand Knowledge Source: Kevin Lane Keller, [2013], Strategic Brand Mangement: Building, Measuring and Managing Brand Equity, 4th edition, Pearson, USA, page 262 Chapter 6: Leveraging Secondary Brand Knowledge To Build Brand Equity Feb 16, 2024 · Secondary sources available online include ebooks and journals. other brandspeoplethingslocal, state, and federal governmentsPlaces2. Aug 24, 2023 · Secondary sources represent the scholarly conversation that has taken place, or is currently taking place, on a given topic. A secondary source is one that gives information about a primary source. 4 Secondary Sources of Brand Knowledge. uk Oct 7, 2021 · By borrowing brand knowledge and potentially brand equity, brands can indirectly build their own equity through secondary brand associations. Mar 1, 2003 · Figure 1 displays some of these more common secondary sources of brand knowledge. Consumer brand knowledge relates to the cognitive rep-resentation of the brand (Peter and Olson 2001). Consumers get secondary brand knowledge from favorite sporting,cultural or other events what they like most [15]. This is very useful when the primary or related associations have some deficiency. Jan 30, 2024 · Document Secondary Sources of Brand Knowledge. Associations to another object linked to the focal brand are referred to as secondary associations to the brand (Keller 1993, 2003). Choosing Secondary Associations To build strong brands, marketers link brands to other meaningful information in the memories of consumers. Remember that all primary and secondary sources must be cited to avoid plagiarism. LMC are defined here as brand building strategies that pair a brand with another object for the purpose of enabling the brand to benefit from the associations the target audience has with the object. This study proposes a conceptual model to holistically measure CBBE. Let Apr 6, 2024 · 6. Brand equity can be measured in two ways. Brand awareness Brand recall Brand Jan 16, 2021 · Scholarly research regarding origins of products and brands is deep-rooted within international marketing, with an extraordinary following as evidenced by the large body of literature that is continuing to evolve. Internal Answer to: Mention and explain, with examples, any 6 secondary sources of brand knowledge. In this essay, I identify some promising and productive current research on this topic, and I suggest some important issues for future research. It provides guidelines for each secondary source. Jul 10, 2020 · SECONDARY SOURCES OF BRAND KNOWLEDGE. Leveraging secondary brand knowledge allows marketers to create or reinforce important brand differences and associations through commonly known or complementary entities. brand bonding, 43. Company (Relating existing brands with corporate image) Sep 8, 2016 · This paper focuses on the concept of Leveraged Marketing Communications (LMC) and provides the first comprehensive definition of the concept. The consumer will develop their own Jun 24, 2020 · In order to more effectively leverage secondary brand knowledge, it is possible for Red Bull to add more cultural elements of the product origin to the brand, that is, American culture. The main secondary sources of brand knowledge come from all of the following EXCEPT _____. brand enhancement c. Spokespersons (through endorsement) 7. entity that is associated with the brand ex: cobrand,s, athletes. Jul 5, 2022 · 3. These are sources that index, abstract, organize, compile, or digest other sources. Topic 7 - Leveraging Secondary Brand Associations to Build Brand Equity. Brand knowledge helps create brand loyalty and recognition and can increase brand equity as customers recognize the value of a company’s products or services. It defines secondary associations as existing brand associations that are linked to other entities, such as the brand's company, country of origin, distribution channels, or other co-branded brands. Awareness and knowledge of the entity: If consumers have no awareness or knowledge of the secondary entity, then obviously there is nothing they can transfer from it. These sources play a crucial role in shaping our understanding and perception of a brand. Secondary brand association has its importance when consumers are not aware of the new or upcoming brand. May 17, 2014 · 0 A celebrity that endorses a countless number of brands across multiple categories, with varying brand equity levels, targeting wider demographic profiles; is like a brand that has stretched itself beyond its capacity. Our goal in this research is to examine this domain, generically referred to as the country-of-origin (CO) literature, and identify the most influential contributions and their Tertiary Sources. brand attitude e. leveraging secondary associations. brand belief d. a. Therefore, secondary or auxiliary brand associations are associations that are related to other objects, but are conveyed to is linked to nodes representing brand associations and other objects (Keller 1993; van Osselaer and Janiszewski 2001). We develop an integrative conceptual framework for Question: i want correct answer to all questions The main secondary sources of brand knowledge come from all of the following EXCEPT _____. brand image b. FiGURE 8. 9 From a brand knowledge perspec-tive, brand associations can be fur-ther classified by type, favourability, strength and uniqueness. creates new brand associations. Because primary sources aren’t always accessible to everyone, secondary sources often provide a simpler and consolidated version of the same vital information. Learn more in the Finding Information tutorial. places, 44. other brands b. 0 Such celebrities may not add strategic value to the brand 0 Once the celebrity switches to another brand so will majority of Dec 21, 2022 · For example, a ‘Country of Origin’ secondary brand association refers to a brand being associated with the understanding people have about the country in which the brand originated. brand knowledge structure (brand awareness and image) constitute CBBE, researchers have tested, and some expanded the model with different brands and product categories. The aim of LMC is to create an association between the focal brand and another object in order May 18, 2015 · This document discusses how brands can leverage secondary brand associations to build brand equity. You will often see skincare brands trying to establish associations with France due to the perception of the country and it’s products being luxurious and May 18, 2020 · By linking their brands to these other entities, consumers may change how they think, feel or act towards the company’s brands. Thus, it is imperative that researchers acquire a comprehensive knowledge of the secondary literature on their topic to be able to then engage with it and offer their own perspective through their writing. local, state, and federal governments e. Aug 2, 2014 · This document discusses secondary sources of brand knowledge, including ingredient branding, co-branding, licensing, celebrity endorsements, sponsoring events, and third-party endorsements. aging that might result from linking a brand to another entity in some manner: Knowledge of the entity—the same dimensions iden- tified for brand knowledge could be applied to these other entities; in this case, what knowledge exists about the entity and has the potential to transfer to the brand? Jun 20, 2018 · When you conduct a literature review or meta analysis, you can consult secondary sources to gain a thorough overview of your topic. 1. It is done by linking the brand to other information in memory that conveys meaning to consumers. its Figure 2-9 Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS Choosing Brand Elements Brand name Memorability Logo Meaningfulness Symbol Appeal Character Transferability Packaging Adaptability Slogan Protectability Developing Marketing Programs Product Tangible and intangible benefits Price Value perceptions Distribution Apr 3, 2024 · Meltwater for market research speeds up the time to value in using secondary research with AI-powered insights, enhancing your understanding of the customer journey. Next set of options relate to brand image and they are in form of brand ambassador, event sponsorship and other related activities. things d. Other brands can provide information through their marketing efforts, such as advertisements, sponsorships, and partnerships. 10 In brand leveraging In many cases, it is better to use secondary or auxiliary associations that can much more quickly and inexpensively help create the foundation of brand perception, especially when it comes to a new brand in the market. 1 ). Researchers will need to consider whether the data available provides the right research coverage dates, so that insights are accurate and timely, or if the data needs to Dec 13, 2022 · The parametric t-test for independent samples was used to compare the mean ratings of the dimensions of Brand Loyalty, Perceived Quality, Brand Knowledge, Brand Value, and Country of Origin based on the presence or absence of country-of-origin insignia and that of the logo (brand) on the product packaging. In a secondary source, the original information is selected, modified and arranged in a suitable format. Some (e. that people write using the information from primary sources. Secondary sources are crucial for researchers across disciplines, offering a wealth of information that can provide insights, support hypotheses, and inform strategies. People, including friends, family, and Secondary sources of brand knowledge according to Kotler and Keller include popular brands, celebrities, third party endorsements, distribution channels, television ads and ingredient branding. Re-searchers have studied consumer brand knowledge for dec- Explain the process by which a brand can leverage secondary associations. These linked associations become secondary sources of brand knowledge (see Figure 10. Step-by-step explanation Apr 29, 2024 · In "Brand Synthesis: The Multidimensionality of Brand Knowledge," Kevin Lane Keller explores how brand knowledge is constructed and the impact of leveraging secondary sources on brand equity. By May 30, 2023 · Databases of secondary qualitative data can be found in a variety of forms–whether one is already in a structured format or needs to be built via aggregating various sources. Secondary brand knowledge can be leveraged through strong, unique and positive response that may otherwise be not present. Using natural language processing, machine learning, and trusted data science processes, Meltwater helps you find relevant data and automatically surfaces insights to help you understand its significance. , 2006) have suggested that brand knowledge will first lead to brand relationships before brand equity is created. Analysis of such secondary qualitative data has established itself as a credible method for generating knowledge (Heaton, 2008), particularly in nursing (Szabo & Strang Moreover, the research will contribute to understand which factors of secondary brand association which motivate consumers in the case of product preferences and purchase intention. Secondary research data can be out of date – Secondary sources can be updated regularly, but if you’re exploring the data between two updates, the data can be out of date. Events (through sponsorship) 8. The development of a brand is usually Mar 14, 2024 · Primary vs Secondary Research – What’s the Difference? In the search for knowledge and data to inform decisions, researchers and analysts rely on a blend of research sources. Jul 15, 2023 · The main secondary sources of brand knowledge come from other brands, people, and places. something else can be risky because anything bad that happens to that other entity (such as scandal involving an endorser) can also be linked to the brand. Secondary sources of brand knowledge. Creating Secondary Brand Knowledge We can create secondary brand knowledge by linking the brand to the following: Companies (through branding strategies) Countries or other geographic areas (through identification of product origin) A primary source can be a person with direct knowledge of a situation or it may be a document created by such a person. Jun 6, 2024 · Examples of Secondary Sources in Research. its leadershipb. Create your brand association strategy today. Jan 19, 2020 · Abstract One potentially valuable strategy for companies to build brand equity for their products and services is to actually link their brands to other people, places and things. Describe some of the key tactical issues in leveraging secondary associations from different entities. Note for research in the sciences Jul 12, 2021 · Now, brands have the chance to create strong connections quickly, you just need to make sure you have the right tools to help along the way. Leveraging- “Borrowing” some brand knowledge, and depending on the nature of associations or responses, some brand equity. You want to build brand associations that are simple, positive, and immediate. Study with Quizlet and memorize flashcards containing terms like Secondary sources of brand knowledge, Three important factors in predicting the extent of leverage from linking the brand to another entity?, Leveraging secondary brand associations may allow marketers to: and more. If a secondary source is unavailable electronically through the Library, you can suggest a purchase. co. Guidelines He developed a framework ( Figure 7) of brand knowledge which can be divided into two components, brand awareness and brand image (a set of brand associations). Country of Origin and Other Geographic Areas The country or geographic location from which it originates may also become linked to the brand and generate secondary associations Many countries have become known for expertise in certain product categories or for conveying a particular type of image Consumer can pick and choose brands originating in different countries, based on their Study with Quizlet and memorize flashcards containing terms like means that can leverage secondary brand associations, what is true in the leveraging process, 3 factors in predicting the extent of leverage from secondary associations and more. Make sure to give as much information as possible. Understanding this leveraging process requires understanding consumer brand knowledge and how it changes from such associations. To help understand how these secondary associations can transform brand knowledge, a comprehensive, cohesive model of brand building – the brand resonance model – is reviewed and applied. . aeugcwte dnjrsteb zfuglwb dsyhhku ddr xwuqh rbl nwahee rmkmuz pjfah