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Negative Brand Association

February 28, 2018 by Jon Firooz Leave a Comment

Brands partner with other brands all the time for various reasons.  One motivator is to help improve your brand preference.  By associating with another brand that your customers view positively, you hope customers will, over time, associate the two brands together and thereby provide a halo benefit.  One example would be the NFL’s partnership with the Susan G Komen foundation.  Another motivator for partnership can be customer acquisition.  An example here would be AARP’s partnership with Consumer Cellular.  This partnership provides AARP with a selling point to prospective customers (join and gain access to these discounts) and it provides Consumer Cellular with a customer acquisition channel.

However, in all partnerships you need to be cognizant of the risk to your brand if your partner’s brand becomes tarnished in any way.  Recently that became an issue for a number of businesses that had a partnership/association with the National Rifle Association.  Companies like Bass Pro Shops, United Airlines, Delta, Cabelas, Hertz, and others have/had some form of partnership with the NRA that weren’t heavily marketed but the brand association was there.  Following the school shooting that took place at the Marjory Stoneman Douglas High School in Florida, students and other activists brought visibility to those relationships.  Facing public scrutiny, some of those partners have chosen to end their association with the NRA while others have reaffirmed their support.  This article from Inc. talks about some of the companies that have severed ties and this article from Newsweek talks about those that have chosen to stand by the partnership.

While this particular topic may be politically charged, you can hold a discussion on the concept of partnerships and the risks and rewards of brand association.  How should companies make decisions about choosing the appropriate partner and how should they evaluate that relationship when the brand status of one partner changes?  How do corporate values factor into that decision?

 

Filed Under: Chapter 02, Chapter 08 Tagged With: brand rejection, partnership, sponsorship

“POM Wonderful Presents: The Greatest Movie Ever Sold”

April 10, 2011 by Joe Cannon Leave a Comment

“I wanna make a film all about product placement, marketing, and advertising, where the entire film is funded by product placement, marketing, and advertising.”

This new film “POM Wonderful Presents:  The Greatest Movie Ever Sold” is a documentary by Morgan Spurlock.  This is the same guy who took down McDonald’s in Super Size Me.  The movie opens April 22 — and I don’t think I will wait for the DVD before seeing this one.  This film is about our business — so we should probably try to get on top of it.  To help you with that, there is an article that gives you some background over at Fast Company — see “Morgan Spurlock:  I’m With the Brand” (March 24, 2011).  Also posted at Learn the 4 Ps.

Filed Under: Advertising, Promotion, Publicity, Video Tagged With: Product placement, sponsorship

Video: “Spain a World Cup Favorite for Ads”

March 31, 2010 by Joe Cannon Leave a Comment

The World Cup is a huge sponsorship opportunity — especially in Spain.  I spent almost a year in Spain while on sabbatical a few years ago — they love their soccer.  This short (2:17) video clips might provide an international example to use when you talk about sales promotion or sponsorship  “Spain a World Cup Favorite for Ads” (CNNMoney.com).

Filed Under: International, Promotion, Video Tagged With: Sales promotion, sponsorship, Sports

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