Associations: easy way to create long durable brand awareness & knowledge?

We can define "brand awareness" as the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction. Concerning "brand knowledge", Keller defines it as «a function of awareness, which relates to consumers’ ability to recognize or recall the brand, and image, which consists of consumers’ perceptions and of associations for the brand.»
 

Thus, even cereals brands are trying to put in place some associations in order to be as many times as possible in their customers' mind.

Special K set up every summer a campaign of co-branding with Nivea. In this campaign, the two brands are associated to promote both their products. 

So, let's see how it works!

 

 

There is a list of products which have codes on them. When you buy these products you get codes. You can go on the website http://www.niveaspecialk.fr/. You subscribe on it. You enter your codes and according to them, you can benefit from a special offer.

For example, if you have bought 2 Special K products (listed for having a code) plus a Good Bye Cellulite Sérum or Gel or My Silhouette, you can get one kit « Belle pour l'été » which offers a vanity and several Special K and Nivea products. 

This campaing is a very clever idea because by this « co-branding », both Special K and Nivea succeed in appealing women interested in their health and good shape by promising them gifts. It is a very good tool to stimulate sales and brand awareness.

 Moreover, it could enable Special K or Nivea to benefit from the customers of the other brand. For instance, women who didn't buy before Special K product could be tempted to to do so because of this promotional offer. It could make them discover the brand and maybe be loyal to it if they appreciate their experience with the brand.

Special K started also a partnership with Reebok to offer a pre-summer experience to women in order to help them to feel more comfortable and confident: Summer Challenge 2011. 

Special K decided to be associated with Reebok because the two brands share the same target audience and market priorities. Their offer was a 2-week challenge combining food and exercise.

However, Fitness seems to be less engaged than Special K through actions of associations. The website of Fitness https://nestle-fitness.com/fr/ is now «under construction» maybe the brand would have rather happy marketing surprises...