Brands can leverage secondary associations to build brand equity:

- brands can be linked to other entitites

- brands borrow brand knowledge so that people's associations with other important brands slop over to the own brand

example: Aldi connecting itself to "Swissness" so that people from switzerland buy at Aldi, too .

Linking the brand to some other entity may:

- create a new set of associations from the brand to the entity

- affect the existing brand associations