Leveraged Marketing Communications: The Importance of Studying the Transfer of Object-to-Brand Associations

Leveraged marketing communications (LMC) is a strategy that pairs a brand with an entity to evoke associations that enhance brand awareness and evaluations. This book explores the association between brands and entities, ideas, and contexts, and provides a theoretical framework for building brand equity through brand alliances, sponsorship, product placement, CSR, and cause-related marketing.

Format: Paperback / softback
Length: 238 pages
Publication date: 25 September 2023
Publisher: Taylor & Francis Ltd

This extensive book delves into the realm of leveraged marketing communications (LMC), a strategic approach that leverages the associations that the target audience has with an object to enhance a brand's visibility and reputation. Conceptually, LMC binds together a diverse array of marketing communication strategies, including celebrity endorsements, sponsorship, product placements, cause-related marketing, and co-branding, which were previously studied in isolation. LMC strategies posit that entities, such as renowned individuals like Michael Jordan, can be strategically partnered with brands, such as Nike, to evoke associations that ultimately boost brand awareness and evaluations.

The collection of chapters in this book explores the intricate relationship between brands, entities, ideas, and contexts, offering fresh perspectives to aid academics, practitioners, and policymakers in better comprehending and applying LMC research. These chapters collectively provide a robust theoretical framework for building brand equity by establishing connections between brands and people, places, and things. They examine the effective strategies employed by marketers to leverage brand alliances, explore the maximization of sponsorship, product placement, corporate social responsibility (CSR), and cause-related marketing, and summarize our current knowledge of various forms of LMC.

The chapters in this book were originally published in the esteemed International Journal of Advertising, further contributing to the body of knowledge in this field.

Weight: 453g
Dimension: 246 x 174 (mm)
ISBN-13: 9780367725471