This document discusses eight ways that secondary brand associations can be used to build brand equity: 1) Companies, 2) Countries or geographical areas, 3) Channels of distribution, 4) Other brands through co-branding, 5) Characters through licensing, 6) Spokespeople through endorsements, 7) Events through sponsorship, and 8) Other third-party sources through awards or reviews. It provides examples of strongly linked brands and countries, discusses how retail stores can indirectly affect brand equity, and gives examples of co-branding, ingredient branding, licensing, and using celebrity endorsers.