Secondary brand associations occur when attributes from another entity become linked to a brand through their relationship. This can help transfer brand equity. There are several means companies use to create secondary associations, including co-branding with other companies, licensing another brand's intellectual property, celebrity endorsements, sponsoring events, and highlighting endorsements from credible third parties. Leveraging secondary associations can help build a brand's awareness, credibility, and perception.
2. WHAT IS SECONDRY BRAND ASSOCIATION? Some association become transferred from other entity to brand. Brand borrows some brand knowledge depending on nature of association perhaps some brand equity from other entity.
6. COUNTRY OF ORIGIN Besides the company that makes the product, the country or the geographic location from which it originates may also become linked to brand and generate secondary brand associations. The world is becoming the cultural bazaar where consumers can pick and choose brands originating in different countries. Eg BMW – GERMANY MONT BLANC PENS - SWITZERLAND
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8. CO-BRANDING When two or more existing brands are joined or marketed in same fashion. There are many different sub-sections of co-branding. Companies can work with other companies to combine resources and leverage individual core competencies, or they can use current resources within one company to promote multiple products at once.
9. The forms of co-branding include: 1 Ingredient co-branding 2 Same-company co-branding 3 Joint venture co-branding 4 Multiple sponsor co-branding No matter which form a company chooses to use, the purpose is to respond to the changing marketplace, build one’s own core competencies, and work to increase product revenues.
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11. LICENSING It creates contractual arrangement where by firms can use name, logos, characters and so forth other brands to market there own brands for some fixed fee. Essentially a firm is renting another brand to contribute to brand equity of its own product Eg :Entertainment licensing has become big business in recent years.
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14. Shapes the perception of brand
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16. SPORTING, CULTURAL OR OTHER EVENTS Sponsored events can contribute to brand equity by becoming associated to brand and improving brand awareness. The main means by which an event can transfer associations is credibility .
