7 Leveraging Secondary Brand Associations to Build Brand Equity
Learning Objectives
After reading this chapter, you should be able to
-
Outline the eight main ways to leverage secondary associations.
-
Explain the process by which a brand can leverage secondary associations.
-
Describe some of the key tactical issues in leveraging secondary associations from different entities.
If Salomon decided to extend from skis to tennis racquets, there are a number of different ways it could leverage secondary brand associations.
Source: Karl Mathis/EPA/Newscom
Preview
The preceding chapters described how we can build brand equity through the choice ...
Get Strategic Brand Management, Fourth Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
