These “secondary” brand associations can link the brand to sources, such as the company itself
(through branding strategies), to countries or other geographical regions (through identification of
product origin), and to channels of distribution (through channel strategy), as well as to other
brands (through ingredient or co-branding), characters (through licensing), spokespeople
(through endorsements), sporting or cultural events (through sponsorship), or some other thirdparty
sources (through awards or reviews).