The 8 ways to leverage secondary brand associations

1. LEVERAGING
SECONDARY BRAND
ASSOCIATIONS TO
BUILD BRAND EQUITY
ITC’s Triple Bottom Line Contribution Towards Building Economic and
Environmental Capital for the Nation
Nalini Kothari | PGP31214 | Section B

2. Leveraging secondary
or related brand
associations
Choice of brand
elements
Marketing program
activities
Ways of building brand equity

3. Why are secondary brand associations important
To reinforce existing associations and
responses in a different and fresh way
Existing brand associations
or resources are deficient

4. Secondary brand associations can be leveraged by linking the
brand to the following:
COMPANY
COUNTRY OF
ORIGIN AND
OTHER
GEOGRAPHIC
AREAS

5. Secondary brand associations can be leveraged by linking the
brand to the following:
CHANNELS
OF
DISTRIBUTION
CO-BRANDING

6. Secondary brand associations can be leveraged by linking the
brand to the following:
LICENSING
CELEBRITY
ENDORSEMENT

7. Secondary brand associations can be leveraged by linking the
brand to the following:
SPORTING,
CULTURAL,
OR OTHER
EVENTS
THIRD-PARTY
SOURCES

8. ITC’s Triple Bottom Line Contribution Towards Building
Economic and Environmental Capital for the Nation
Economic
Environmental
Social
 ITC believes that businesses can and
must contribute to a larger societal
purpose
 Sustainable livelihood opportunities for
around six million people
 Many of them belong to the weakest
sections of society ITC is committed to contribute to climate
change mitigation and creation of natural
capital
 ITC has achieved and sustained the three
global environmental distinctions of being
water positive, carbon positive and solid
waste recycling positive
 Total shareholder returns over the last 17
years has grown at a compound annual
growth rate of 26 percent
 This has strengthened the company’s
belief that it is possible to create
shareholder value whilst serving society
at the same time

9. ITC’s e-Choupal initiative
The e-Choupal digital infrastructure
enables even small and marginal
farmers to access relevant
knowledge, market prices, weather
information and quality inputs
Choupal Pradarshan Khet
enables farmers to access best
practices in agriculture and
improve productivity
The e-Choupal has
empowered over 4
million farmers at
40,000 villages. It is a
case study at Harvard
Business School
Choupal Saagars offer services
such as procurement and
storage, a store-front for
agricultural equipment and
personal consumption products,
pharmacy, agro-extension clinics,
fuel stations and so on

10. ITC's e-Choupal is corporate
India's most ambitious rural
initiative ever
.
Partnering ITC in the network
are 37 companies, NGOs
and state governments

11. How e-Choupal leverages the ITC brand name
• When the e-Choupal initiative was first launched
in 2000, in order to gain credibility and trust, it
was always prefixed with the corporate brand ITC
• This practice continues to date and all official
communication about e-Choupal begins with the
ITC brand name
• The e-Choupal seeks to leverage ITC brand name
to integrate rural areas into large corporate
markets, and thus seeks to improve the standard
of living in rural areas as well as the company’s
earnings
Notice how the e-Choupal logo
capitalizes on brand ITC. The ITC logo
comes above the e-Choupal logo and
occupies a larger part of the space

12. No e-Choupal
communication fails
to highlight ITC as it
is a source of much
brand equity

13. Linking e-Choupal to geographic locations
• ITC used the e-Choupal network to buy 18 grades of wheat
• Based on feedback about regional tastes, they then blended these
making use of their tobacco blending skills
• Result: what they sell in the west is not what they sell in the north and
the east
ITC uses purposeful brand names such as Aashirvaad Select in the Northern market,
Aashirvaad MP Chakki in the Western market and Aashirvaad in the Eastern market

14. ITC e-Choupal and Co-branding
• Nagarjuna Fertilizers, Monsanto, Eicher, Hero Cycles, LIC and ICICI
Prudential have, among others, used ITC's e-Choupal network for
marketing their products

15. ITC e-Choupal leveraging third-party sources
• . The e-Choupal website makes
sure to give a full list and
succinct description of the
numerous awards it has won

16. ITC e-Choupal runs a series of
advertisements that highlight
the positive impact it has made
on the lives of famers in rural
India. It also touches the issue
of women empowerment by
stressing how it has made
women financially
independent and enabled the
education of girls.
ITC e-Choupal ads
review

17. ITC’s website devotes an entire
subsection to e-Choupal under
its Agri-business section. The
page begins with a video on
the e-Choupal initiative and
goes on to explain various
aspects of the initiative. The
page also provides links to
various press reports. The
colour palette of shades of
green establishes on the very
onset e-Choupal’s linkage to
agriculture.
ITC e-Choupal website
review

18. Unfortunately, ITC e-Choupal
does not enjoy a distinct
social media presence. It
does not have a separate
page on Facebook. Even the
ITC website only speaks
about ITC’s various, non-
tobacco brands. There is no
mention of the e-Choupal
initiative on the page that
links to all other pages of ITC
on social media.
ITC e-Choupal social
media presence

19. ITC e-Choupal in the news
This article emphasizes the positive impact that ITC e-Choupal
has had on farmers and the various services it provides:
http://indiatoday.intoday.in/story/itc-e-choupal-initiative-
changes-lives-of-farmers/1/194979.html
This article speaks about the various innovations that ITC has
carried out around its original business model for e-Choupal:
http://www.businesstoday.in/magazine/cover-story/from-
mandi-to-market/story/5599.html
This article explain how ITC has leveraged IT to ensure that the
Indian farmer goes truly global:
http://www.nytimes.com/2004/01/01/world/india-s-soybean-
farmers-join-the-global-village.html?_r=0
This article seeks to elucidate why businesses are focusing on
rural and promotes the ITC e-Choupal example:
http://www.wsj.com/articles/SB124643327175778655

20. ITC e-Choupal on YouTube

21. 6Overview of related articles and
videos
5 Review of e-Choupal’s ads and
website
4How secondary brand
associations apply to e-Choupal
3 ITC’s e-Choupal initiative – An
overview
2How secondary brand
associations can be leveraged
1 Why secondary brand
associations are important
Recap

23. •Created by Nalini Kothari, IIM Lucknow, under the
guidance of Prof. Sameer Mathur, as part of the
course on Brand Management
Disclaimer: