This chapter considers the different means by which we can leverage secondary brand associations by linking the brand to the following (see Figure 7-1 for a fuller depiction) 1. Companies (through branding strategies) 2. Countries or other geographic areas (through)identification of product origin) 3. Channels of distribution (through channel strategy) 4. Other brands (through co -branding) 5. Characters (through licensing) 6. Spokespersons (through endorsements) 7. Events (through sponsorship) 8. Other third-party sources (through awards or reviews)

This chapter explores various strategies to leverage secondary brand associations by linking a brand to different entities. Here’s a detailed explanation of each association:<br /><br />1. **Companies (through branding strategies):**<br /> - Brands can be linked to companies through corporate branding strategies. This involves using the company's reputation to enhance the brand's image.<br /><br />2. **Countries or other geographic areas (through identification of product origin):**<br /> - Brands can associate themselves with specific countries or regions to convey quality, authenticity, or cultural heritage. For example, "Made in Germany" often signifies high-quality engineering.<br /><br />3. **Channels of distribution (through channel strategy):**<br /> - Brands can create strong associations by choosing specific distribution channels that align with their target market. For instance, a luxury brand might use high-end retail partners to maintain its prestige image.<br /><br />4. **Other brands (through co-branding):**<br /> - Co-branding involves partnering with another well-known brand to leverage mutual strengths and expand market reach. Both brands benefit from the association.<br /><br />5. **Characters (through licensing):**<br /> - Brands can license characters from popular media, such as cartoon characters or superheroes, to create a memorable and engaging brand image.<br /><br />6. **Spokespersons (through endorsements):**<br /> - Brands often use celebrities or influential figures as spokesperson