Consumers nowaday are now becoming more health conscious, more environment friendly, and concern about where their meals come from. This shift of consumers’ preferences are threatening the big food industry and one of the way to survive is through rebranding. This study is aimed to see the the effect of primary and secondary brand association on consumer’s perception toward the healthy brand image. We conducted two experimental design, each group of the study used a one group only with pre and post-test experimental design to examine the difference of participant perception between pre-test and post-test. The result showed that the use of primary brand association did not practically changed consumer perception on healthy product, butit was favorable in changing company’s image as the supporter of healthy lifestyle. As for the secondary brand association, the use of it was not favorable for changing consumer perception toward the product nor the company in the case of trying the brand image toward a healthy one.
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