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Leveraging secondary associations to build brand equity: theoretical perspectives and practical applications

Abstract One potentially valuable strategy for companies to build brand equity for their products and services is to actually link their brands to other people, places and things. By linking their brands to these other entities, consumers may change how they think, feel or act towards the company’s brands. To help understand how these secondary associations can transform brand knowledge, a comprehensive, cohesive model of brand building – the brand resonance model – is reviewed and applied. Theoretical insights are generated and practical issues are identified and discussed to aid brand planning and measurement.