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Marketing & Branding

 

Association of brands

Created by : Chandan Roy, Creative, J Walter Thompson  | 11 15 2008 07:08:19 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : India(Markets)
Keywords : Brands Association Quasi Brands Super Brands
Activity:  259 views;  last activity : 07 06 2010 20:18:09 +0000
If a super brand is associated with quasi brand and sub-brand then who would be effected. Who will be super brand or the quasi brand?
  
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Definitely super brand would be affected by the cause of the quasi brand.There would be some percentage of decrease to super brand compare to quasi brand.This indicates improper advertising and bad management.
By satishkumar , PR & Media Relations Manager, Recruit event services Ltd.,  11 18 2008 15:04:29 +0000
 
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Definitely the image of the quasi brand will increase if a super brand is associated with it. I think the example of navratan oil is apt here. It definitely increased market share for the oil and not vice versa as some allege. Amitabh continues to be flooded with offers for endorsement.

Similar examples that come to my mind are: Sonali Bhendre endorsing Nirma, Sachin endorsing hansaplast, Heroine Jyotika for Gold winner oil, Actress Sneha for Saravana Stores, Jalal Agha & numerous celebrities for Pan Parag, Vinod Khanna for Godred Cinthol(when the soap brand was really plummeting), Kapil Dev for Palmolive shaving cream etc.

What happens here is that the feel good factor about a quasi brand increases once a celebrity endorses. This happens especially in B & C class towns where celebrity worship is a past time. The positivie attributes of a superbrand rub of on the quasi brand reflecting in higher sales.

When Rahul Dravid started endorsing Bank of Baroda, there was a huge surge in new account holders coupled with new interiors and other services introduced by the bank.


By Jaygopal Raghavan, Marketing Manager, Landmark Group  03 07 2009 15:50:51 +0000
Arguments in: "Association of brands"
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If a super brand is attached to the quasi brand then the image of the super brand is affected. In the case of Amitabh bachchan's attchment to Navratan oil it was not that Navratan's market value increased but it was Amitabh's value that decreased.
By Chandan Roy, Creative, J Walter Thompson  | 11 15 2008 07:08:19 +0000
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I think if super brand is attached to quasi brand then the image of quasi brand is increased or we can say that it increases the brand value. Talking about the same Navratan oil I think endorsement of Amitabh Bachchan increased the brand equity and value of the brand in the mind of the customer.
By Sasi Dash, Art Director/Sr Art Director, U TV  | 11 15 2008 07:11:36 +0000
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