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This paper presents and explains a model for how meaning
`transfers' to and from brands and how it can be strategically
leveraged from different sources in a system of brands.
The model adopts a more balanced holistic perspective than
the existing models of celebrity endorsement and brand alignment
between persons and brands through the introduction of a
leader brand, a partner brand and a brand association base
connecting the above entities.
The paper presents a conjectural and pragmatic response
to concerns raised by an international authority on strategic
brand management on the necessity of obtaining a greater
understanding of how meaning `transfers' to and from brands
(Keller, 2001): In what ways do the images of country of origin or country
of brand, celebrity spokespeople or retail store, etc.,
change or supplement the image of a brand? At the same time,
it is important to understand how the meaning of a brand
transfers to other brands, products, etc.
A greater understanding of meaning transfers to and from
brands is envisioned as one of the five research imperatives
for strategic brand management in future. The ideas developed
in the present paper also partially contribute to the issue
of developing more refined models of one specific application
area in branding, particularly co-branding between a specific
primary brand (leader brand), modified in a specific strategic
direction by a branded person (partner brand).
Co-branding, in which the key dimensions of a partner brand
are incorporated into a leader brand strategy, is becoming
increasingly popular among marketers and brand managers.
This phenomenon is a good example for a broader marketing
trend, reflecting strategic alliances between brands. Several
powerful forces underpin this new development. The pressures
to increase marketing spend effectiveness, combined with
an increased stress on the brand to accelerate and enhance
cash flows, converge towards the end of creating shareholder
value (Peter, 2001).
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