Marketing Management, 16th Edition

Choosing Secondary Associations

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).

Figure 10.1

Secondary Sources of Brand Knowledge

Figure 10.1 Full Alternative Text

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 ...