ILMA Compoundings November 2017 - 13

The positive feelings
associated with the
shared-interest area can lead to
positive feelings about the brand."

tiation and engagement with racing fans. "Although Valvoline
motor oil is a rather utilitarian product, when it becomes
part of the NASCAR scene through sponsorship everything
changes," David Aaker, vice chairman at Prophet, said in his
book, Brand Relevance: Making Competitors Irrelevant.
The sponsorship creates a close association of the Valvoline brand to the racing experience, influencing consumers'
brand perception and purchases. A study found that 60
percent of NASCAR fans trusted the sponsors' products and
over 40 percent switch brands when a company becomes
a sponsor.
Brand association elevates differentiation. "The positive
feelings associated with the shared-interest area can lead to
positive feelings about the brand. People attribute all sorts of
good characteristics to brands that they like and with whom
they share values and interests," Aaker added.
Although lubricant blenders may tie-up with globally
recognized original equipment manufacturers (OEMs) to
reap the benefits of brand association, "it would be difficult
for medium and smaller blenders, as OEMs usually go with
known, leading lube suppliers," said Steve King, director at
SJK Marketing Services, a lubricant industry consultancy.
Instead, some U.S. lubricant manufacturers such as STP
in Indonesia make use of country brand associations or
"productize" a component in their product, differentiating
the product from those of their competitors and making it
difficult to imitate.
"[For example,] even now BP Gasoline claims an ingredient
called Invigorate, which may very well be a common additive
merely branded and productized," said Bailen.
"Find the brand promise you can own that your competitors perhaps can't own. If you don't brand, you're a commodity, and then all you compete on is low price," he added.
Ching is a freelance writer and journalist based in
Singapore.

13



Table of Contents for the Digital Edition of ILMA Compoundings November 2017

LETTER FROM THE CEO
INSIDE ILMA
Company Callout
WHAT’S COMING UP
In the Know
INDUSTRY RUNDOWN
International Insight
Market Report
SHIFTING GEARS – INNOVATING THE FUTURE
NORTH AMERICAN SPECIFICATION UPDATE
DIGITAL MARKETING IN MANUFACTURING
BUSINESS HUB
COUNSEL COMPOUND
WASHINGTON LANDSCAPE
IN NETWORK
Member Connections
ILMA Compoundings November 2017 - Cover1
ILMA Compoundings November 2017 - Cover2
ILMA Compoundings November 2017 - 1
ILMA Compoundings November 2017 - 2
ILMA Compoundings November 2017 - LETTER FROM THE CEO
ILMA Compoundings November 2017 - INSIDE ILMA
ILMA Compoundings November 2017 - 5
ILMA Compoundings November 2017 - Company Callout
ILMA Compoundings November 2017 - 7
ILMA Compoundings November 2017 - WHAT’S COMING UP
ILMA Compoundings November 2017 - 9
ILMA Compoundings November 2017 - INDUSTRY RUNDOWN
ILMA Compoundings November 2017 - 11
ILMA Compoundings November 2017 - International Insight
ILMA Compoundings November 2017 - 13
ILMA Compoundings November 2017 - Market Report
ILMA Compoundings November 2017 - 15
ILMA Compoundings November 2017 - SHIFTING GEARS – INNOVATING THE FUTURE
ILMA Compoundings November 2017 - 17
ILMA Compoundings November 2017 - 18
ILMA Compoundings November 2017 - 19
ILMA Compoundings November 2017 - 20
ILMA Compoundings November 2017 - 21
ILMA Compoundings November 2017 - 22
ILMA Compoundings November 2017 - 23
ILMA Compoundings November 2017 - NORTH AMERICAN SPECIFICATION UPDATE
ILMA Compoundings November 2017 - 25
ILMA Compoundings November 2017 - 26
ILMA Compoundings November 2017 - 27
ILMA Compoundings November 2017 - DIGITAL MARKETING IN MANUFACTURING
ILMA Compoundings November 2017 - 29
ILMA Compoundings November 2017 - 30
ILMA Compoundings November 2017 - 31
ILMA Compoundings November 2017 - BUSINESS HUB
ILMA Compoundings November 2017 - 33
ILMA Compoundings November 2017 - COUNSEL COMPOUND
ILMA Compoundings November 2017 - WASHINGTON LANDSCAPE
ILMA Compoundings November 2017 - Member Connections
ILMA Compoundings November 2017 - 37
ILMA Compoundings November 2017 - 38
ILMA Compoundings November 2017 - 39
ILMA Compoundings November 2017 - 40
ILMA Compoundings November 2017 - Cover3
ILMA Compoundings November 2017 - Cover4
http://www.nxtbook.com/ygsreprints/ILMA/g110500_ILMA_vol69_no12
http://www.nxtbook.com/ygsreprints/ILMA/g110500_ILMA_vol69_no11
http://www.nxtbook.com/ygsreprints/ILMA/g110500_ILMA_vol69_no10
http://www.nxtbook.com/ygsreprints/ILMA/g109884_ILMA_vol69_no9
http://www.nxtbook.com/ygsreprints/ILMA/g109284_ILMA_vol69_no8
http://www.nxtbook.com/ygsreprints/ILMA/g108494_ILMA_vol69_no7
http://www.nxtbook.com/ygsreprints/ILMA/g107507_ILMA_vol69_no6
http://www.nxtbook.com/ygsreprints/ILMA/g106483_ILMA_vol69_no5
http://www.nxtbook.com/ygsreprints/ILMA/g105803_ILMA_vol69_no4
http://www.nxtbook.com/ygsreprints/ILMA/g104743_ILMA_vol69_no3
http://www.nxtbook.com/ygsreprints/ILMA/g103647_ILMA_vol69_no2
http://www.nxtbook.com/ygsreprints/ILMA/g102869_ILMA_vol69_no1
http://www.nxtbook.com/ygsreprints/ILMA/g101930_ILMA_vol68_no12
http://www.nxtbook.com/ygsreprints/ILMA/g100836_ILMA_vol68_no11
http://www.nxtbook.com/ygsreprints/ILMA/g99200_ILMA_vol68_no10
http://www.nxtbook.com/ygsreprints/ILMA/g98468_ILMA_vol68_no9
http://www.nxtbook.com/ygsreprints/ILMA/g97711_ILMA_vol68_no8
http://www.nxtbook.com/ygsreprints/ILMA/G96767ILMA_vol68_no7
http://www.nxtbook.com/ygsreprints/ILMA/G95397ILMA_vol65_no6
http://www.nxtbook.com/ygsreprints/ILMA/G94323ILMA_vol68_no5
http://www.nxtbook.com/ygsreprints/ILMA/G93127_ILMA_vol69_no4
http://www.nxtbook.com/ygsreprints/ILMA/G91785_ILMA_vol68_no3
http://www.nxtbook.com/ygsreprints/ILMA/G90956_ILMA_vol68_no2
http://www.nxtbook.com/ygsreprints/ILMA/G89146_ILMA_vol68_no1
http://www.nxtbook.com/ygsreprints/ILMA/G87981_ILMA_vol67_no12
http://www.nxtbook.com/ygsreprints/ILMA/G85409_ILMA_vol67_no11
http://www.nxtbook.com/ygsreprints/ILMA/G83595_ILMA_vol67_no10
http://www.nxtbook.com/ygsreprints/ILMA/G81672_ILMA_vol67_no9
http://www.nxtbook.com/ygsreprints/ILMA/G80238_ILMA_vol7_no8
http://www.nxtbook.com/ygsreprints/ILMA/G79388_ILMA_vol7_no7
http://www.nxtbook.com/ygsreprints/ILMA/G78361_ILMA_vol7_no6
http://www.nxtbook.com/ygsreprints/ILMA/G77448_ILMA_vol7_no5
http://www.nxtbook.com/ygsreprints/ILMA/G75899_ILMA_vol67_no4
http://www.nxtbook.com/ygsreprints/ILMA/G75036_ILMA_vol67_no3
http://www.nxtbook.com/ygsreprints/ILMA/G72720_ILMA_vol67_no2
http://www.nxtbook.com/ygsreprints/ILMA/G72220_ILMA_vol67_no1
http://www.nxtbook.com/ygsreprints/ILMA/G70970_ILMA_vol66_no12
http://www.nxtbook.com/ygsreprints/ILMA/G69813_ILMA_vol66_no11
http://www.nxtbook.com/ygsreprints/ILMA/G67522_ILMA_vol66_no10
http://www.nxtbook.com/ygsreprints/ILMA/G66343_ILMA_vol66_no9
http://www.nxtbook.com/ygsreprints/ILMA/G64859_ILMA_vol66_no8
http://www.nxtbookMEDIA.com