24
reinvest
in
the
brand.
Instead
a
price
premium, the
customer
may
be
offered
a
superior
value
at
competitive
price.
This added
value
should
result
in
a
larger
customer
base,
higher
brand
loyalty,
and more effective and efficient marketing
programs.
Channel member interest
Perceived quality can also be meaningful to retailers, distributors, and other
channel members, and thus aid in gaining distribution. The image of channel
member
is
affected
by
the
products
or services
included
its
line.
The
channel
members
are
motivated
to
carry
brands
that
are
well-regarded,
that
customer
want.
Brand extensions
In
addition,
the
perceived
quality
can be
exploited
by
introducing
brand
extensions, using the brand
name
to enter new product categories. A strong brand
with
respect
to
perceived
quality
will
be
able
to
extend
further,
and
will
find
a
higher success probability than a weaker brand.
2.3.2.4.
Brand Associations
The
brand
association
is
anything
linked
in
memory
to
a
brand.
A
brand
image
is
a
set
of
associations,
usually organized in some meaningful way. An
association and an image both represent perceptions which may or may not reflect
objective reality. Positioning is closely related to association and image concepts
except
that
it
implies
a
frame
of
reference,
the
reference
point
usually
being
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