Brand association: the example of Harrod's and Aston MArtin.
When 2 brands share similar DNA, heritage, country soft power and customers, then brand associations are natural...and efficient. This kind of association enhances the awareness and the perceived quality of both brands.
See the example between Harrod's and Aston Martin:
David Aaker developed a model in this regard (cf David Aaker’s brand equity model). See below my presentation.
Want to know more about David AAker' books ?
A découvrir aussi
- Brand associations and cobranding: 22 examples
- Strategic Brand Agility
- Relentlessly Relevant Brands: The Role Models