Brand Association

Posted in Marketing and Strategy Terms, Total Reads: 1082
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Definition: Brand Association

Brand associations are not necessarily benefits of a brand but may also be other intangible features which provide acquaintance and differentiation that’s not replicable. Brand association is anything which is deep seated in customer’s mind about the brand.


It can be apparent in various things like:

● Logo

○ A half-bitten apple for Apple

● Colour scheme

○ Yellow and Red for McDonalds

● Jingle

○ Mozart’s symphony #25 for Titan

● Tagline

○ ‘Just Do It’ for Nike

● Mascot / Celebrity Sponsor

○ The Amul girl for Amul

○ Salman Khan for Thums-Up

● Features of the product

○ The “Thanda matlab Coca-cola” tried to associate the feature of the product (cold) with the brand (Coca-cola) and to a large extent succeeded.


In extreme cases, the entire product category is associated with a brand. When a consumer asks for a product by the specific brand name rather than the general name,the consumer is making a brand association.


For example, in India, some brand associations to their products are as follows:

Brand

Product

Bisleri

Mineral Water

Dettol

Antiseptic Liquid

Band-aid

Adhesive bandages

Xerox

Photocopier

Photoshop

Image editing

Google

Online search

JCB

Excavators and diggers

Post-Its

Sticky notes


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