Leveraging Secondary Brand Associations To build Brand Equity

Secondary Sources of Brand Knowledge

Conceptualizing the Leveraging Process

Creation of New Brand Associations Effects of Existing Brand Knowledge

Linking Secondary brand knowledge to the Brand

Company
Create a new brand XUV500 is a new brand
Adopt or modify an existing brand Combine an existing and a new brand

Linking Secondary brand knowledge to the Brand

Country of origin and other Geographic areas Not using this strategy for XUV500