Marketers have various options available to them to facilitate leveraging process. These options are association with companies, countries and distribution channel. There are various ways to create brand equity. Brand elements offer many alternatives style, logo unique selling proposition etc. Then there are marketing strategies aimed at product, price and distribution network. Here focus is on product and its attributes, correct and convincing price structure, and finally choice of product reaches consumer.
Leveraging Secondary Brand Knowledge to Build Brand Equity
