All this has managed to build a relation between Nestle the organization and its customers, which has enabled Nestle to launch several product lines under its name which people buy blindly, having absolute faith in Nestle.
So we learn from this example that it is not necessary that a brand cannot survive and become successful without having a strong organizational association. It can build strong brand associations to individual brands, making each successful in their product category.
All this has given Mobilink a huge corporate client base as corporate people are more comfortable in using Mobilink than any other service. Also, they feel more assured that Mobilink will not disappoint them and live up to their expectations.
The launch of ShahiNimco would have been very tough if they had not diffused the brand image and built up a more meaningful organizational association of good quality and corporate responsibility. As a result shahi is being portrayed as an organization rather than a product. It allows them to create a diversified portfolio.
An example of how organizational association may not necessarily be that important a branding requirement is Gul Ahmed private limited. ........ We have not heard of the working environment at Gul Ahmed, the CSR activities undertaken by the company or for that matter, any associations with the organization at all. This is because Gul Ahmed is not known for being a good organization but a BRAND which delivers a highly innovative product.
On the basis of their philosophy of natural beauty ,animal rights, pure ingredients and the organizational associations they have created over the years, the Body Shop has become a large brand that many people prefer over competitor brands.
The Take Home Message! Monday , 7th December Brand Management Organizational Association is a STRATEGY and NOT a GOAL. It has to be seen how it can or cannot create VALUE for the brand and for the Organization.