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Leveraging Secondary Brand Associations to Build Brand Equity

Brands may be connected to other things in the thoughts of customers through

their knowledge structures. Consumers may presume or deduce that some of the
associations or responses that define the other organizations may also be true
for the brand as a result of these links. In effect, the brand "borrows" some brand
knowledge from other organizations, as well as, based on the character of those
associations and reactions, possibly some brand equity.

This indirect method to brand equity is based on the brand's secondary brand
connections. If current brand associations or responses are deficient in some
manner, secondary brand associations may be quite essential for establishing
strong, favorable, and unique associations or positive responses.

Leveraging Secondary Brand Associations is an effective way to build brand

equity by linking the brand with other entities that have a positive image in the
minds of consumers. Here are ten real-life examples of companies, countries,
spokespersons, characters, events, rewards, and other third-party sources that
have used secondary brand associations to enhance their brand equity.

There are different means by which we can leverage secondary brand

associations by linking the brand to the following:

1. Companies (through branding strategies)

2. Countries or other geographic areas (through identification of product
origin)
3. Channels of distribution (through channel strategy)
4. Other brands (through co-branding)
5. Characters (through licensing)
6. Spokespersons (through endorsements)
7. Events (through sponsorship)
8. Other third-party sources (through awards or reviews)

1. Companies:

1. Coca-Cola: Coca-Cola is a soft drink brand that has used its name as a
key component of its brand strategy. The company's name is recognized
around the world and is associated with happiness, refreshment, and
enjoyment.
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2. McDonald's: McDonald's is a fast-food restaurant chain that has used its

name as a key component of its brand strategy. The company's name is
recognized around the world and is associated with convenience,
affordability, and fast service.
3. Amazon: Amazon is an online shopping and technology company that has
used its name as a key component of its brand strategy. The company's
name is associated with convenience, a wide selection of products, and
reliable delivery.
4. Disney: Disney is an entertainment company that has used its name as a
key component of its brand strategy. The company's name is associated
with imagination, magic, and storytelling.
5. Nike: Nike is a sports apparel and footwear company that has used its
name as a key component of its brand strategy. The company's name is
associated with excellence, performance, and inspiration.
6. Pepsi: Pepsi is a carbonated soft drink brand that has used its name as a
key component of its brand strategy. The company's name is recognized
around the world and is associated with refreshment, energy, and
excitement.
7. Ford: Ford is an automotive company that has used its name as a key
component of its brand strategy. The company's name is associated with
innovation, quality, and reliability.
8. Apple: Apple is a technology company that has used its name as a key
component of its brand strategy. The company's name is associated with
innovation, design, and quality.
9. Starbucks: Starbucks is a coffeehouse chain that has used its name as a
key component of its brand strategy. The company's name is associated
with quality coffee, relaxing atmosphere, and socializing.
10. Adidas: Adidas is a sports apparel and footwear company that has
used its name as a key component of its brand strategy. The company's
name is associated with innovation, performance, and style.
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2.Countries or other geographic areas:

1. IKEA (Sweden): IKEA is a Swedish furniture retailer that has built its brand
around its Scandinavian heritage. The company is known for its clean and
simple designs, which reflect the minimalist aesthetic of the region.
2. Jaguar (United Kingdom): Jaguar is a British luxury car manufacturer that
has built its brand around its British heritage. The company's cars are often
associated with elegance, refinement, and sophistication, which are all
values that are often associated with Britain.
3. Chanel (France): Chanel is a French luxury fashion house that has used its
French heritage to create a strong brand identity. The company is known
for its chic and timeless designs, which reflect the elegance of French
culture.
4. Volvo (Sweden): Volvo is a Swedish luxury car manufacturer that has built
its brand around its Swedish heritage. The company's cars are often
associated with safety, reliability, and quality, which are all values that are
often associated with Sweden
5. Tim Hortons (Canada): Tim Hortons is a Canadian coffee and doughnut
chain that has used its Canadian heritage to create a strong brand identity.
The company's menu items are often associated with Canadian culture,
such as the "Timbits" doughnut holes and "Double Double" coffee.
6. Patagonia (United States): Patagonia is an American outdoor clothing
brand that has used its American heritage to create a strong brand identity.
The company's clothing is often associated with adventure and exploration,
which are values that are often associated with American culture.
7. Samsung (South Korea): Samsung is a South Korean multinational
conglomerate that has used its Korean heritage to build a strong brand
identity. The company's products are often associated with innovation,
quality, and design, which are values that are often associated with South
Korea.
8. Nutella (Italy): Nutella is an Italian brand of hazelnut spread that has used
its Italian heritage to create a strong brand identity. The product is often
associated with the Mediterranean diet and the indulgence of Italian
cuisine.
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9. Haier (China): Haier is a Chinese multinational consumer electronics and

home appliances company that has used its Chinese heritage to build a
strong brand identity. The company's products are often associated with
innovation, technology, and efficiency, which are all values that are often
associated with China.
10. Corona (Mexico): Corona is a Mexican beer brand that has used its
Mexican heritage to create a strong brand identity. The brand is associated
with Mexico's beach lifestyle and its laid-back attitude, which have helped
to create a strong emotional connection with consumers.

3.Channels of distribution:

1. Coca-Cola: Coca-Cola uses an extensive network of distribution channels,

including direct store delivery, vending machines, and online channels, to
make its products widely available to customers around the world.
2. Nike: Nike has successfully utilized its own retail stores, as well as
partnerships with sporting goods stores and department stores, to reach
customers and establish its brand as a leader in athletic footwear and
apparel.
3. Apple: Apple has established a strong brand by selling its products through
its own retail stores, as well as through partnerships with electronics
retailers and mobile carriers.
4. Amazon: Amazon has built its brand around the idea of convenience, and
its extensive network of distribution channels, including its own
warehouses and partnerships with third-party sellers, has helped it become
the go-to online retailer for many customers.
5. Nestle: Nestle has used a combination of direct-to-consumer sales and
partnerships with retailers and distributors to build its brand and make its
products available to customers around the world.
6. P&G: P&G has built its brand through partnerships with retailers and
distributors, as well as through its own ecommerce channels, to make its
products widely available to customers in a variety of markets.
7. McDonald's: McDonald's has established itself as a global brand through
its extensive network of franchised restaurants, which allows it to reach
customers in countries around the world.
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8. Samsung: Samsung has used a combination of its own retail stores and
partnerships with electronics retailers to establish its brand as a leader in
the consumer electronics market.
9. Unilever: Unilever has built its brand through partnerships with retailers
and distributors, as well as through its own direct-to-consumer channels, to
make its products available to customers in a variety of markets.
10. Adidas: Adidas has utilized partnerships with sporting goods stores,
department stores, and its own retail stores to reach customers and
establish its brand as a leader in the athletic footwear and apparel market.

4. Co-branding:

1. Nike and Apple: Nike and Apple teamed up to create the Nike+ iPod Sport
Kit, which allowed runners to track their workouts with their iPods.

2. Starbucks and Spotify: Starbucks and Spotify partnered to create a music

streaming service that was integrated into the Starbucks app, allowing
customers to listen to music while they ordered.

3. Adidas and Parley for the Oceans: Adidas collaborated with environmental
organization Parley for the Oceans to create a line of sneakers made from
recycled ocean plastic.

4. Coca-Cola and McDonald's: Coca-Cola and McDonald's have a long-

standing co-branding partnership, with Coca-Cola being the exclusive
provider of soft drinks at McDonald's restaurants.

5. Apple and Hermès: Apple partnered with luxury fashion brand Hermès to
create a line of Apple Watch bands made from high-quality leather.

6. GoPro and Red Bull: GoPro and Red Bull partnered to create the Red Bull
Stratos jump, which featured a GoPro camera capturing the record-
breaking skydive from the stratosphere.

7. Ford and Harley-Davidson: Ford and Harley-Davidson teamed up to create

a line of special edition trucks that were designed to appeal to Harley-
Davidson motorcycle enthusiasts.
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8. BMW and Louis Vuitton: BMW partnered with luxury fashion brand Louis
Vuitton to create a line of custom-designed luggage for its i8 hybrid sports
car.

9. Subway and Frito-Lay: Subway and Frito-Lay partnered to create the

Subway Fritos Chicken Enchilada Melt, which featured Frito’s corn chips
as a topping on the sandwich.

10. Levi’s and Pinterest: Pinterest's first test as a personal styling tool is
with a first-of-its-kind partnership with Levi's. “Styled by Levi's” uses
Pinterest data to create personalized Pinterest boards for Levi's customers

5. Characters (through licensing):

1. McDonald's
2. Marvel and DC comics
3. Tom and Jerry
4. Microsoft
5. Nikon
6. Knight Rider
7. Disney
8. Hello Kitty
9. Nintendo
10. Sesame Street

6. Spokespersons (through endorsements):

1. Shakib Al Hasan - 7up(Bangladesh) and Grameenphone

2. Ed Sheeran - Pokémon
3. Harry Styles - Gucci
4. Adidas - Lionel Messi
5. Selena Gomez - Our Place
6. Mehazabien Chowdhury and Afran Nisho - Bkash
7. Hrithik Roshan - Mountain Dew
8. Bradley Cooper - Louis Vuitton
9. Lewis Hamilton - IWC Schaffhausen, Hugo Boss
10. Dior Sauvage - Johnny Depp
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7. Events (Through Sponsorship):

1. McDonald's - McDonald's supports athletes at all levels of competition,

from the Olympic Games to neighborhood junior hockey. It views sports as
a means of encouraging our children to incorporate physical exercise into
their everyday existence.
2. Microsoft- Microsoft is one of the world’s leading IT companies that
develops, manufactures, licenses and sells computer software, consumer
electronics and personal computing services. It sponsors various sports
and IT events mainly dealing with innovation and growth in the field of
technology.
3. IBM- IBM has been a big supporter of technology conferences. They
themselves have been organizing virtual conferences on leveraging the
internet in various fields.
4. Nokia- This Finnish company is one of the leading multinational
communications corporations with innovations in the field of
communications which sponsors various conventions, seminars, and
expos dealing with technology, networking & communications as well as
energy and sustainability.
5. Bridgestone- Founded in Japan, Bridgestone is a multinational company
that manufactures auto and truck parts. The company sponsors various
sports events, mainly racing as well as auto expos.
6. DHL Express- DHL is a logistics company that has a wide range of
sponsorship portfolio ranging from motorsports, business, lifestyle to
fashion. It aims to promote its logistics expertise using these events as a
platform to do so.
7. Johnson & Johnson- Johnson & Johnson is an American pharmaceutical
company that manufactures medical devices as well as various consumer
packaged goods. The company is involved in multiple philanthropy
initiatives and sponsors various such charitable events as well as
healthcare conferences.
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8. LG Electronics- LG electronics is a South-Korean company that is a

leading manufacturer and supplier of electronic goods in India. The
company mainly sponsors sports events, one of the largest being the
Cricket World Cup.
9. HTC- HTC is a major consumer electronics company, known mainly for its
mobile phones. Over the years, HTC has sponsored various sports events
and major league games, with its recent focus being on esports.
10. Nestle- Nestle is one of the leading multinational brands associated
with wellness, nutrition and health products. Nestle provides sponsorship
opportunities to events focused on water, rural development and nutrition.

8. Other third-party sources (Through Awards & Reviews):

1. Nissan: Nissan is a popular car brand that frequently wins awards for its
vehicles, including reliability and safety awards, which the company uses
to promote its brand.
2. BMW: German manufacturer, where most of the people believe that BMW
provides good quality. That's why I always win the best awards and
accolades.
3. Avast: one of the best antivirus software in the world, every year they win
best quality awards and they care about their customers' feedback.
4. Samsung: Samsung is a well-known brand that frequently wins awards for
its technology products, including smartphones, TVs, and home
appliances.
5. Adidas: Adidas is a well-known athletic brand that frequently wins awards
for its products, including shoes and apparel, and the company uses these
accolades to demonstrate the quality of its offerings.
6. Garnier: You deserve the best, but it can be hard to determine the best
skincare brand in such a saturated beauty market. But Garnier won this
one and Awards for Best Beauty Products As Voted By Beauty Heaven.
7. Nvidia: Graphics card company, already dominant in this sector. For the
best quality, innovative, green company they won the awards.
8. Toyota: Toyota is a popular car brand that frequently wins awards for its
vehicles, including reliability and safety awards, which the company uses
to promote its brand.
9. Qualcomm: We strive to create a workplace that fosters innovation,
leadership, inclusion, and that’s award to obtain their goal and mission,
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with a focus on creating technologies that transform lives for the better and
the understanding that a supportive, people-oriented culture inspires
breakthrough inventions.
10. Amazon: As one of the largest online retailers, Amazon uses
customer reviews to promote its products and services, and has won
awards for its e-commerce platform.

In conclusion, leveraging secondary brand associations is an effective way to

build brand equity by linking the brand with other entities that have a positive
image in the minds of consumers. Companies, countries, spokespersons,
characters, events, rewards, and other third-party sources can all be leveraged to
enhance a brand's image and credibility.

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