In the eyes of businesses and consumers, brand associations have become extremely significant. Since they have the power to make or break a company’s reputation, for example, in the best-case scenario, a consumer would remember a brand because of optimistic imagery. Although Nike and KFC are two examples of positive brand associations, negative brand associations cause certain brands to slip through the cracks.
There are so many brand strategy examples on the internet, and if you want to make your brand as effective as these examples, you need to remember that your brand needs a brand association.
Brand Association Definition
Brand association is when brand traits are rooted in customers’ minds. The user uses the specific collection of characteristics, experiences, photographs, and other factors that distinguish a brand to remember it.
An idea, emotion, experience, perspective, personality, connection, individual, thing, or pictures can all be part of this one-of-a-kind series. It may be physical or abstract. It may be specifically related to the brand’s offerings, indirectly related to the brand’s offerings, or completely unrelated to the brand’s offerings. However, this makes the customer remembers the company.
The primary goal of the brand association is to create a brand that customers associate with positive qualities. It aids in the creation of value and awareness. It’s a way for businesses to educate customers about their product’s quality.
Association based on attributes
An association based on attributes is a descriptive characteristic of a brand, commodity, or service characterizing it. The organization heavily promotes and stands out from the competition because of these features or attributes.
As a result, consumers are more likely to remember the brand and equate it with the product on the market, giving them an advantage in making buying decisions.
The attributes may be the physical structure of the goods, external characteristics, or a combination of one or more of these attributes, such as appearance, price, or packaging.
Brand Association based on benefits
As the name implies, it is the product’s or brand’s advantages that cause consumers to identify with it. These advantages may be practical in nature, referring to a particular product or service or experimental, defining consumer emotions when using the product or service.
Benefits may also be symbolic, such as a brand that helps consumers achieve a social purpose. The cosmetics industry is highly dependent on benefit-based alliances. This is an easy-to-use primer that will entice consumers who are more likely to be women than men.
If they are not concerned with how a woman looks after wearing a product, they are concerned with how she feels after wearing and using it. When a woman stands in front of an aisle full of cosmetics and has to select which one to purchase, the familiarity with the brand is what she recalls and what helps us make a decision.
Attitudes based Brand Association
Customers assess brand attitudes by conducting an overall assessment. This connection is a little hazy, but it’s usually linked to product features, such as benefits. These behaviors may also be related to a particular lifestyle, such as being physically active, being environmentally conscious, or being a sports or entertainment celebrity.
The best example is Nike, a fitness-based clothing company that uses celebrity endorsements to create a brand connection with its various product lines in consumers’ minds. They partner with athletes in a variety of sports and assist consumers in deleting products that aren’t performing well.
Brand Association by interest
Many businesses use interest as an association element with their clients. It is the most fundamental criterion that is used and appeals to the customers’ intelligence or consciousness. The company’s primary goal is to create curiosity in the minds of customers and place the brand accordingly, implying that the brand is appealing to them.
Celebrity endorsements or filming scenes in which the lead actor uses a specific product out of curiosity will help build the connection between the potential buyer and the product.
Brand Association by celebrity
This is the most popular form of product promotion brand association. The picture of a celebrity is used to drive goods into the minds of customers, resulting in increased sales. Celebrities are carefully chosen to be associated with a specific brand.
A makeup brand, for example, will often be associated with a young female star, while a product like a wrinkle lift creams would be associated with an older celebrity.
How Are Brand Associations Developed?
Any time a brand communicates with a consumer, brand associations form. It is the outcome of marketing, branding, advertising, referrals, and any other instance in which the brand is involved.
When an offering or a company delivers on its pledge and stands out from the crowd, positive brand connections emerge. However, when a brand did not meet consumer expectations, negative brand associations form.
If you are interested in learning more about branding to grow your business to the next level, you can check out the to guide you through the process.
Alfie is a writer that started publishing his works at his own website, Scoopfed.com. He loves to write about technology, digital marketing, and trending news. When he’s not writing, he can be found wandering through nature or journaling at a coffee shop.
