brand association

1. BRAND ASSOCIATION

2. BRAND ASSOCIATION
 A brand association is any thing “linked” in a
memory to a brand
e.g. Thus McDonald’s could be linked to a character such
as Ronald McDonald, a consumer segment such as kids, a feeling
such as having fun, a product characteristic such as service, or a
symbol such as a Golden Arches.

3. Brand association
 Brand association may be defined broadly as anything
that reminds someone of the brand e.g. Lumia
 Brand associations are the attributes of the brand that
comes to customer mind when the brand is refered e.g.
Xerox
 Brand association can also be defined as the degree to
which a specific product/services is recognized within it’s
product/service class/category e.g. Apple(iPhone)

4. Types of Brand association
 Qualitative: Feeling of happiness after having coco cola
open happiness , Max Life pension
 Quantitative: Less amount of vim liquid is required to clean
utensils
vim liquid
 Absolute: Surf removes stain from cloths
daag ache hain
 Relative: Nirma does not provide whiteness like Rin
 Negative: Tata Nano is less preferable in terms of security
 Positive: Dew “dar ke aage jeet hai
Hritik
 Generic: Every detergent is called surf