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What is Building Brand Equity with Secondary Associations about?

This document discusses how leveraging secondary brand associations can help build brand equity. It identifies several secondary sources that can be linked to a brand, such as other companies, countries of origin, distribution channels, co-branded partners, characters, celebrities, sponsored events, and third-party sources. By strategically linking the brand to these secondary sources using branding strategies, marketers can transfer favorable associations to help strengthen and differentiate the brand in t

Author

PA NDA

Language

EN