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Leveraging The Corporate Brand: Presents

The document discusses leveraging the corporate brand through the brand relationship spectrum. It presents the brand relationship spectrum model which shows different types of brand relationships from a house of brands to a branded house. It uses Nivea as an example and discusses factors to consider when selecting a branded house or house of brands strategy. Finally, it outlines seven organizational associations that can be leveraged through a corporate brand including heritage, assets, people, values, citizenship and performance. Challenges of leveraging the corporate brand include maintaining relevance and avoiding visible negatives.

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Candice Leroux
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184 views27 pages

Leveraging The Corporate Brand: Presents

The document discusses leveraging the corporate brand through the brand relationship spectrum. It presents the brand relationship spectrum model which shows different types of brand relationships from a house of brands to a branded house. It uses Nivea as an example and discusses factors to consider when selecting a branded house or house of brands strategy. Finally, it outlines seven organizational associations that can be leveraged through a corporate brand including heritage, assets, people, values, citizenship and performance. Challenges of leveraging the corporate brand include maintaining relevance and avoiding visible negatives.

Uploaded by

Candice Leroux
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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)

23 slides until surprise

AGENDA
The

brand relationship spectrum Nivea case Leveraging the corporate brand BREAK
Quiz Surprise

22 slides until surprise

Problem statement
How

does the brand relationship spectrum help leverage your corporate brand?

The brand relationship spectrum


D. Aaker and E. Joachimsthaler (2000)

20 slides until surprise

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

19 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

18 slides until surprise

House of brands

O Product brand Organizational brand

17 slides until surprise

Endorsed brands
P O Token endorsement Linked name

P O

Strong endorsement

16 slides until surprise

Subbrands
Co-drivers

O P

Master brand as a driver

15 slides until surprise

Branded house

Nivea
Around the world

13 slides until surprise

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?

12 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?

11 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?

Leveraging the corporate brand


D. Aaker (2004)

9 slides until surprise

7 Organizational Associations
Heritage Assets and Capabilities People Values and Priorities Local/Global Frame of Reference Citizenship Programs Performance and Size

8 slides until surprise

People of Zappos

7 slides until surprise

Concern for Customers

6 slides until surprise

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

5 slides until surprise

Maintaining Relevance
Columbia

Pictures

4 slides until surprise

Avoiding Visible Negatives


Vulnerable

to negatives

Break

2 slides until surprise

Quiz
Lexus

Chanel

1 slide 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

Surprise

Questions?

Dont

visit us tomorrow at parcel 11!

forget to

Thank you for your attention!

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