Chapter 2, Question 10
Describe the leveraging strategy for enhancing brand equity. Take a brand of your choice and, with application to figure 2.8, explain how the brand could build positive associations, thereby enhancing its equity by linking itself to:
Places
Things
People
Other brands
Nike
Places: NBA, MLB, Olympics, NFL
Things: Jackets, uniforms, jerseys, hats, headphones,
People: Michael Jordan, Vince Carter, Tiger Woods,
Other brands: Apple, Jordan, Olympics, NBA
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The answer to this important question: brand associations can be shaped and equity enhanced by leveraging positive associations already contained in the world of people, places, and “things.” Cultural and social systems are loaded with meaning. Marcom practitioners can leverage meaning, or associations, for their brands by connecting them with other objects that already possess well-known meaning. “Places” can refer to country of origin or channels, (b) “things” include events, causes, and third party endorsements, (c) “people” refers to employees and endorsers, and (d) “other brands” includes things such as alliances, ingredients, company, and extensions.
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