1) Geico attempts to build brand equity through increasing brand awareness and creating a positive brand image. They use heavy advertising through TV, print, and outdoor marketing to saturate the market and increase brand recognition. 2) Geico aims to create a fun, lighthearted brand image despite car insurance being a serious product. Their commercials featuring the Geico gecko mascot portray the company as calm and likable. 3) In addition to advertising, Geico forms secondary brand associations by partnering with reputable organizations like AAA and celebrities like football player Jason Campbell to leverage their positive attributes and increase brand awareness further.