This document discusses how brands can leverage secondary associations to build brand equity. Secondary associations are additional brand meanings and feelings that are linked to other related entities, like the manufacturing company, country of origin, distribution channels, celebrity endorsers, sponsored events, and third-party reviews. Leveraging these secondary associations can increase brand awareness and transfer positive attributes like credibility. However, some risks include losing control over the brand message or diluting the brand's equity. Overall, secondary associations are a tool brands can use to strengthen consumer perceptions through additional points of meaning.