Organizational associations refer to building a relationship between an organization and its customers, which can help launch new product lines under the organization's brand name with customers' trust. While this strategy helped Nestle become successful, it is not necessary for brand success. Some brands like Gul Ahmed have found success without strong organizational associations by focusing on product innovation and quality instead. Organizational associations are a strategy, not a goal, and companies need to consider how they can create value for both the brand and organization.