Your brand is what your audience thinks of when your business comes to mind. It’s important to build a solid foundation of values, ideas, and events that are in line with your customer base. However, it is oftentimes difficult for brands to share their story without seeming disingenuous. 
Using secondary brand associations, you can increase your brand’s equity and connect with your customers in a way that matters to them.

1. Leveraging Co-Branding and partnerships

It is likely that there are other brands that your customers really enjoy. Associate your brand with other high-quality brands through co-branding opportunities, event sponsorships, product launches, and even just plain old social media interactions. 
For instance, when Nike and Apple partnered to co-brand a sporty version of the apple watch, it was immediately clear that the product was intended for sports us.
However, be sure to associate your brand only with brands you trust. If you become associated with a brand in a negative light, it will have an adverse effect on your brand, it’s reputation, and the likelihood of your customers to re-engage with your business.

2. Showcase your product’s country of origin

Linking your brand to a country can definitely bring some positive associations in the eyes of your customers. If your product is culturally significant, it may be important for your audience to know if it came from their country.
For instance, specialty chocolate brands like La Maison Du Chocolat clearly showcase their chocolate as coming from France to give it many secondary associations (loved by the French, high-quality, elegant packaging, delicious flavor).
Consumers tend to draw conclusions about product quality based on the country of origin. Your product may be deemed high-quality or low-quality merely based on where it came from. Understand your audience before committing to showcasing your product’s origin.

3. Define your channels of distribution

Where your customers interact with your product or service will greatly impact the associations they make to your brand. While it may seem counterintuitive, carefully selecting your distribution channels gives you more control over what your audience perceives. While you may not get all the attention you would otherwise gain by distributing across all channels, you will gain the right attention.
For instance, if your business sells high-quality meats, there’s a very big difference in perception when selling in a small cart on the corner of the street as opposed to a gourmet restaurant.

4. Leverage 3rd Parties

If your brand receives an award by a third party, leverage that reward to showcase your expertise, product quality, etc. Moreover, if you can earn testimonials, reviews, case studies, and even celebrity endorsements, your brand will gain tremendous equity.
Remember: we trust strangers more than businesses. Use this to your advantage.


By leveraging other brands, origin countries,3rd parties, and carefully selected distribution channels, your brand equity can be much higher than what it is now. However, if the strategy is not carefully considered, you may associate your brand with negative emotions, ideas, and perspectives.
Map out a thoughtful strategy to enhance your brand’s secondary associations.

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