Secondary Brand Associations

The secret weapon of branding: Why secondary associations are crucial for success.

Brands often form relationships with other entities to help consumers understand their knowledge. These connections can lead consumers to associate the brand with the same qualities or responses as the linked entities. By borrowing brand knowledge and potentially brand equity, brands can indirectly build their own equity through secondary brand associations.

When a brand lacks positive associations, secondary brand associations can be crucial for creating strong, unique, and positive connections. These associations can also enhance existing responses in new and unique ways.

Company

The strength of the association between a brand and its parent company is shaped by branding strategies. There are three main options for branding a new product: creating a new brand, modifying an existing one, or combining an existing brand with a new one. Existing brands, like Samsung, can be linked to the corporate brand or specific products, such as the Samsung Galaxy S4G.

Family or corporate brands can provide significant brand equity by evoking associations with common attributes, benefits, attitudes, people, programs, values, and corporate credibility.

Country and Geographical Area

Brands can also be linked to their country or geographical origin, which can convey expertise in specific product categories or a certain image. In today’s global market, consumers choose brands based on the perceived quality and image associated with their country of origin.

For example:

• Levi’s Jeans – United States
• Chanel perfume – France
• Cadbury – England
• Barilla pasta – Italy
• Gucci purses and shoes – Italy
• BMW – Germany

Associations with the country of origin can influence brand decisions at the point of purchase. However, strong ties to a specific country can have downsides, as perceptions may be affected by events or actions associated with that country.

Distribution Channels

Secondary brand associations are also created by retailers through the products they sell and their marketing methods. Where a brand is sold can shape consumer perceptions. For instance, a brand sold at Nordstrom might be perceived as high quality.

High-end brands often expand their customer base through new distribution channels, but this strategy can be risky depending on customer and retailer reactions.

Co-branding

Co-branding involves combining two or more brands from the same or different companies to create a unique product. This strategy can create compelling points of difference or parity for the brand, increase sales, and open new channels. For example, Kraft added Dole fruit to their Lunchables line to address health concerns.

However, co-branding has potential drawbacks, such as overexposure, dilution of associations, and distractions from existing brands. Marketers must ensure that co-branding ventures align with their values, abilities, and goals.

Licensing

Licensing allows firms to use logos, characters, and names of other brands for a fixed fee, enhancing their brand equity. Successful examples include movie titles like Harry Potter and characters like Garfield.

Licensing can also provide legal protection for trademarks, as seen with Coca-Cola’s agreements in various product areas. However, risks include overexposure and potential confusion if the licensed product doesn’t meet expectations.

Celebrity Endorsements

Using well-known individuals to promote products is a popular marketing strategy. Celebrities can draw attention and influence brand perceptions, but they must be well-chosen to ensure strong, logical associations.

Event Sponsorship

Sponsoring events can enhance brand equity by increasing awareness and creating new associations. The credibility of the event can make the brand seem more trustworthy and expert, depending on the event’s alignment with the overall marketing strategy.

Third-party Endorsements

Linking brands to third-party sources, like the Good Housekeeping Seal or endorsements from respected magazines, can improve brand perceptions and attitudes. Online opinion leaders and social media influencers also play a significant role in shaping brand fate.

Conclusion

Secondary brand associations are a powerful strategy for brands to strengthen their market presence. By thoughtfully selecting partners that align with their values, brands can create meaningful connections that enhance their credibility and appeal. In a marketplace where consumers seek authenticity, brands that effectively manage these associations will stand out.