Posted in Marketing and Strategy Terms, Total Reads: 913
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.
○ 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: