Secondary brand-associations short23
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Transcript of Secondary brand-associations short23
Guess Who?
HP (Hewlett Packard): An American multinational information technology corporation founded by Bill Hewett and David Packard providing products, technologies, software, solutions and services to consumers, small- and medium-sized businesses and large enterprises.
• Evaluate HP’s Secondary Brand Associations
• Recommend ways in which HP can build brand equity more efficiently
Hewlett PackardHewlett Packard
What Are Secondary Brand What Are Secondary Brand Associations?Associations?
What Are Secondary Brand Associations?
Marketing strategy of using certain aspects or transferring entities of the brand to gain brand equity
•Company•Country•Co-Branding•Ingredient Branding•Celebrity Endorsement•Sponsorship
Secondary Brand AssociationsSecondary Brand Associations
Company
Country Of Origin
• Compaq• 3 Com
• Land of dreams• Land of opportunities• Land of money• America
Channels
Co Branding
• HP Website - Direct• Official Stores (PC World, Curry's) - Retail• SDG – VAR
• Beats by Dr Dre• Apple• NME
Ingredient Branding
Celebrity Endorsements
• Intel• Windows• NVidia• AMD
• Dr Dre• Gwen Stefani• Pharrell Williams• Jay Z
Licensing
Sponsorships
• Madagascar• Kung Fu Panda• Shrek & Puss in Boots• Megamind
• Formula 1 (BMW Williams – 2006) (Renault – Present)
• Project Runaway – Mondo Guerra• HP Pavilion at San Jose• Walt Disney World's Epcot Park's Mission:
SPACE
Events
October 3, 2006
• HP Software Universe +• HP Technology Forum +• HP Technology @ Work =• HP Discover
Recommendations Recommendations
Guess Who?
Research In Motion (RIM) is a Canadian telecommunication and wireless equipment company best known as the developer of the BlackBerry smartphone and tablet.
• Evaluate HP’s Secondary Brand Associations
• Recommend ways in which HP can build brand equity more efficiently
Hewlett Packard• Evaluate RIM’s Attempt to make a brand
come back• Suggestions for a successful come back
Research In MotionResearch In Motion
Why Do Brands Why Do Brands Fade?Fade?
Why Do Brands Fade?
ComebackComeback
Blackberry Playbook Tablet
Blackberry Operating System 10
• First sold in April 2011• Q1 = 500,000 Shipments• Q2 = 200,000 • US > $499 > $300 > $199
• 30th January 2013• Widgets, Touch, New Keyboard, BBHub• Some critics say already a “fail”
Blackberry Torch
New line up of products (By 2015)
• First sold in August 2012• Combined “new” touch screen with
“original” keyboard• £129 > £63 • 150,000 week • 1.7 million over 3 days apple
• Cloud Technology, • Blade, Surfboard, N-Series
BBM
4G
• New updated GUI• Reliable• Strong point to BB
• New line up to have 4G enabled
SuggestionsSuggestions
Imber Gonzalez Irfaan Saheb Nicolae Dinu