most research on branding highlights the role of associations for a single brand. this paper aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. this conceptual paper explains the nature, benefits and challenges of corporate brand innovativeness within the context of a firm’s brand architecture. research and practice have not fully realised the importance of corporate brand images for supporting a firms’ product portfolio.
in particular, (corporate) marketing managers need to consider the potential value of favourable perceptions of corporate brand innovativeness across products and the moderating role of brand architecture. a corporate marketing perspective allows firms to use corporate brand associations to support products and services for that brand. much of the branding and innovation literature centres on the product level; research on corporate brand innovativeness has been relatively neglected. and keller, k.l. (2017), “leveraging the corporate brand: the importance of corporate brand innovativeness and brand architecture”, european journal of marketing, vol.
this article is fourth in a five-part series on building a brand and developing it in the marketplace. a brand leveraging strategy uses the power of an existing brand name to support a company’s entry into a new, but related, product category. consumers enter retail outlets equipped with pre-existing knowledge of a brand’s level of quality and consistently relate this knowledge to new products carrying the familiar brand. instant recognition of the brand is established, and consumers with a favorable brand opinion likely will try a new product they perceive to have a similar quality level and attributes as their original favorite. for example, bic™ is a strong brand name with years of experience in marketing low-cost disposable plastic products such as the bic™ pen.
likewise, it is as important to leverage a brand only into new categories that are related to the original product. however, an introduction of frito lay™ lemonade did not succeed because the fruity, sweet drink had little connection to other frito lay™ products. to avoid brand dilution, leveraging should be limited to entering only those categories that are directly related to the original product. there are important questions that should be considered in order to make the best decision for your brand: a brand leveraging strategy can be extremely successful and profitable if it is correctly implemented and provides new products with the right image. nancy giddens, agricultural extension marketing specialist, missouri value-added development center, university of missouri amanda hofmann, student research assistant reviewed by connie hardy, iowa state university extension ag decision maker, iowa state university extension and outreach, department of economics, email@example.com, 641-732-5574 copyright © iowa state university extension.
did you struggle to get access to this article? this product could help you. accessing resources off campus can be a why leverage the corporate brand? the corporate brand is special because it explicitly and unambiguously represents an organization as well as a product. as a driver or endorser, it will have a host of characteristics and programs that can help build the brand. leveraging the corporate brand: the importance of corporate brand innovativeness and brand, . “jim gregory has long been a pioneer in seeking ways to quantify the return on investment of corporate advertising. his unique approach to defining the relationship between advertising and corporate reputation will be helpful to any company in planning an effective communications strategy.” google books
leveraging the corporate brand provides long-awaited insights–with practical applications–into measuring and valuing this article is provided by the california management review. a corporate brand, which is based on the characteristics the corporate brand, referring to the master brand representing the firm that stands behind the offer (,
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