To build strong brands, marketers link brands to other meaningful information in the memories of consumers. These linked associations become secondary sources of brand knowledge (see Figure 10.1).
These “secondary” brand associations can link the brand to sources such as the company itself (through branding strategies), to countries or other geographic regions (through identification of product origin), and to channels of distribution (through channel strategy), as well as to other brands (through ingredient or cobranding), characters ...
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