Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Subject category: Marketing
Authors: Dhananjay Singh (Institute of Management Technology - Hyderabad)
Originally published in: 2018
Version: 6-Jun-2018
Revision date: 04-Sep-2018

Abstract

The case presents elements of conceptualizing the leveraging process to create new brand associations and study its impact on existing brand knowledge. The case study helps learners appreciate the importance of secondary associations like country of origin, celebrity endorsements, channels of distribution, and others in building brand equity. The case provides multiple sources of information that enable an understanding of strategic brand management. Pro Kabaddi League (PKL) has an Indian context but its principles and practises find wide relevance and can be used across the world.
Other setting(s):
March 2014 - June 2018

About

Abstract

The case presents elements of conceptualizing the leveraging process to create new brand associations and study its impact on existing brand knowledge. The case study helps learners appreciate the importance of secondary associations like country of origin, celebrity endorsements, channels of distribution, and others in building brand equity. The case provides multiple sources of information that enable an understanding of strategic brand management. Pro Kabaddi League (PKL) has an Indian context but its principles and practises find wide relevance and can be used across the world.

Settings

Other setting(s):
March 2014 - June 2018

Related