Contrary to popular beliefs, brand associations are not benefits a customer may expect from a particular brand. These are actually symbols, sounds, and images one can link to a brand and instantly recall it. For example, the world-famous Nokia tune or the blue colour that’s always associated with Pepsi.
Apart from images, sounds, and symbols, brand associations can also come in the form of people. That’s why most associate Microsoft with Bill Gates. Furthermore, they can also link brands to certain traits. Thus, BMW is famous for its superior design and poise. Meanwhile, luxury and comfort are well-known associations for the Hyatt Hotel.
Brand associations are deep-seated thoughts and impressions about a brand. Because of that, they ought to be positive. They can also be attributes that pop up in someone’s mind whenever someone mentions or talks about some brand. In essence, these are explicit or implicit meanings one can link to a brand name and include it in the overall “definition” of a brand.
We can also define brand association as the degree to which customers can recognise products or services when provided with a specific category or class. Hence, it’s vital for brands to pay attention to their name, as it has to be unique. Moreover, it ought to work in favour of an important trait or positive association. That way, brands can effectively position their products on the market.
When and how are brand associations formed?
- When the customers engage with a company or its employees
- Via ads and word-of-mouth publicity
- Based on the pricing a certain brand uses
- Via influential entity and celebrity associations
- Through product quality
- Through competitor schemes and products
- Via different product categories and classes of the brand
- Point-of-purchase displays, etc.
Brands can enjoy a positive association if the products that depict them are:
- Long-lasting
- Sought-after
- Marketable
Furthermore, brands have to convince consumers that they have what it takes to meet their needs. They also have to show them that they possess traits and features they deem important. As a result, positive brand associations lead to the growth of the company’s goodwill. Moreover, they prevent competitors from entering the market.
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