Brand name creates loyalty, trust, faith, premium-ness or mass market appeal depending on how the brand is marketed, advertised and promoted. People do not buy products but they buy brands. Successful organizations have the power of their brands as the cornerstone of their success. An important aspect of branding is brand equity. Every firm aims at building equity. In general, brand equity refers to the value of a brand. It is the consumer perception towards the brand. If the consumer has high degree of association with the brand, it leads to high level of brand equity. The final way to build brand equity is to leverage secondary associations. Brand associations may themselves be linked to other entities that have their own associations, creating these secondary associations. For example, the brand may be linked to certain source factors, such as the company, countries or other geographical regions and channels of distribution as well as to other brands, characters, people, sporting or cultural events. In this research paper, an attempt is made to find out the impact of leveraging secondary associations to build brand equity with the case of a successful brand Reliance Jio.