Leveraging Secondary Brand Associations | Co-Branding | Ingredient Branding

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Leveraging Secondary Brand Associations refers to the approach of an organization when they try to strengthen brand equity by associating with other brands.

Leveraging Secondary Brand Associations occurs when the organization uses the positive brand awareness of a parent brand to reach a large number of people for brand extensions.

Leveraging Secondary Brand Associations

Country of Origin & Other Geographic Areas

Brands often link their identity to the country of origin or other geographic areas for differentiating it in the minds of the customer. A consumer associates that product with its area and is often persuaded to make a purchase.

Example - Cigars from Cuba

Channels of Distribution

How a product reaches the consumer adds an important element to how it is perceived by a consumer. If a brand sells its products from a drugstore it is perceived as affordable and reliable whereas if sold from a high-end retail outlet it is perceived as a higher-quality or a luxury brand

Example – Saks Fifth Avenue

Co-Branding

Co-branding occurs when two brands align together for joint marketing of both products or launching a new product in the market. Consumers see co-branding as an opportunity of receiving the benefits of two brands at the price of one.

Example – Starbucks co-branding with Spotify

Ingredient Branding

Ingredient Branding helps to create brand value for a component of a product

Example – AMG from Mercedes

Celebrity Endorsement

Brands often take the help of celebrities to create awareness about their product, shape impressions and boost its credibility in consumer minds.

Example Cristiano Ronaldo and Nike

Sporting, Cultural & Other Events

Sponsored sporting, cultural and other events add value to brand equity and boost brand awareness

Example – Vivo and FIFA

Third-Party Sources

Linking to third-party sources and featuring them in campaigns helps to leverage secondary brand associations.

Example – The Oscars

This video is on leveraging secondary brand associations and it has the following sub-topics.

Time Stamps

0:00 Introduction to Leveraging Secondary Brand Associations
01:13 Country of Origin & Other Geographic Areas
02:05 Channels of Distribution
02:41 CoBranding
03:34 Ingredient Branding
04:33 Celebrity Endorsement
05:37 Sporting, Cultural & Other Events
06:56 Third Party Sources

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