In this modern era, businesses need to build a positive image in the eyes of customers to transform themselves into a brand. According to Statista, there are more than 333 million companies across the globe. It clearly indicates that customers have varied options available to buy products and services.
Thus, you will have to understand and play with the psychology of humans to create a recognizable brand. To make your brand memorable, you must work on your company’s brand association.
Brand association is basically an associative image formed in the customer’s mind that makes the audience instantly connect with your brand and start trusting it in a specific genre. For instance, premium watches are directly associated with Rolex.
In this blog, we’ll delve deep into understanding what brand association is and how you can develop the same for your brand. Let’s begin!
What is Brand Association?
Brand association is a mental connection or response that triggers when you think of a brand or its related products and services. For instance, when you think about athletic shoes, Puma is most likely to come to mind. This is called brand association. It can immediately be positive and negative and significantly affect the buying decision.
In order to build a brand association, companies may need to employ the relevant logo, ads, and slogans. Positive brand association can enhance your brand image in the customer’s mind. This results directly in increased sales and overall company profits.
However, building a positive brand association is a time-consuming process. It comes up with different interactive marketing campaigns, customer overall experience, and more. Carefully and strategically build your company’s association, as it is a sensitive topic.
What is the Secondary Brand Association?
Secondary brand association is when a brand leverages another entity’s equity to improve brand value. In simple terms, when a smaller brand connects itself to another popular brand/celebrity, it is called a secondary brand association. The aim is to transfer the positive attributes and experiences of the secondary entity to the primary brand.
When a company partners with a popular celebrity to align its brand through their positive image to enhance its own appeal. Brands often sponsor significant events, such as the Olympics or the Super Bowl. It capitalizes on the positive associations these events generate among consumers. This can also include geographic associations, where brands highlight their origin from a region known for quality products. These include Swiss watches or Italian fashion.
Importance of Brand Association
Here are some importance of a successful brand association:
1. Improves Brand Recognition:
A positive association ensures your brand stands out in the crowded marketplace. This helps the brand to distinguish itself from the competition.
2. Builds Customer Loyalty:
A robust brand association results in loyalty by building an emotional connection between the brand and the customer. When customers like a brand and start trusting it, they generally prefer to buy from the same brand.
3. Influences Customer Behavior:
Strong brand associations influence consumer behavior by creating favorable impressions. It results in elevated sales and market share.
4. Support Marketing Efforts:
An excellent association improves marketing campaign performance. If a brand is widely recognized and associated with positive attributes, the marketing results enhance exponentially.
Types of Brand Association
Here are the different types of brand associations:
1. Attribute-based
Attributes are the specific product or service characteristics that consumers associate with a brand. These include functional attributes and non-functional attributes. Some common examples include technical specifications of a product and aesthetic appeal. For example, Mercedes-Benz is associated with luxurious and high-performance products. Similarly, McDonald’s is associated with convenience and consistency. These attributes help define the brand’s unique value proposition and differentiate it from competitors.
2. Benefit based
Benefit-based brand association refers to consumers associating all benefits gained with the products or services of a brand. It includes functionality such as durability or ease of use to more dynamic connections. In this brand association, you can also talk about social issues, such as Unilever and Procter & Gamble using benefit-based associations to build robust customer loyalty and highlight product benefits, promoting the use of recyclable packaging.
3. Personality based
A personality-based brand association is the most common type of association in which a celebrity endorses your brand. Here, you’re leveraging the popular personality’s image to boost your brand products. Common examples include Michael Jordan and Nike, with the Air Jordan trainers, Ronald McDonald for McDonald’s, and Colonel Sanders for KFC.
4. Attitude based
Attitude-based brand association refers to how a customer perceives your brand on the basis of their feelings and emotions. It aims to build a positive brand image by highlighting lifestyle, values, and emotions rather than product features. It shapes various factors of a brand, including brand loyalty, customer satisfaction and brand recognition. Plus, it develops a strong personal bond with the brand. Nike is the best example of an attitude-based brand, as it promotes inspiration, empowerment, and motivation through its “Just Do It” campaign.
5. Emotional based
Emotional associations are the feelings and emotions that a brand evokes in consumers. These associations tap into the emotional and psychological needs of consumers. Brands that manage to create positive emotional associations foster deep connections. Some common examples include Coca-Cola. Its marketing focuses on being happy and nostalgic. Emotional associations can drive brand loyalty and preference, even in competitive markets.
Brand Association Examples
Some common brand association examples that are successful are:
1. Apple
Apple is seen as the most popular technology brand in the world. Known for its sleek design, latest innovations, and great quality. Apple products are incredible, and they cultivate a loyal customer base that values advanced functionality and aesthetics. Apple’s marketing deals with simplicity and elegance, which reinforces the idea of high-end yet easy-to-use products.
2. Nike
Another popular example of a successful brand association is Nike. It is closely associated with empowerment and athletic performance. Some popular ambassadors include Michael Jordan and LeBron James. They heavily promote health and fitness under the “Just Do It” slogan. These associations inspire consumers to strive for their personal best. Additionally, it aligns the brand with themes like achievement and determination. The branding of Nike evokes a sense of strength and motivation, grabbing the attention of athletes.
3. Coca-cola
Coca-Cola’s brand associations revolve around happiness and nostalgia. Marketing campaigns like “Share a Coke” feature festive occasions. It has positioned Coca-Cola as a symbol of joy and social connection. The brand has been here for a long time, offering a feeling of presence, comfort, and familiarity. This makes it a staple in celebrations and everyday moments alike.
4. Tesla
Tesla deals with innovation and luxury. The brand focuses on electric vehicles and renewable energy solutions. It appeals to people who love the environment. The association between Tesla and Elon Musk contributes to its image as a bold company. The commitment to sustainability and high performance has garnered a dedicated following. Tesla is popularly known as the leading EV vehicle in the industry.
5. Patagonia
Patagonia has a strong association with environmental sustainability and ethical practices. The commitment to using recycled materials resonates with socially responsible consumers. Patagonia runs campaigns like “Do Not Buy This Jacket”. It reflects the dedication to reducing consumption and promoting sustainable practices. It fosters a loyal customer base that shares these values.
Conclusion
The brand association plays a critical role in shaping customers’ perceptions. This helps the brand to differentiate itself from others. Because, it forms a distinctive and fostering positive connections in the customer’s minds.
Effective brand association influences customer behavior, which contributes to brand success. Are you a business owner? Establishing a strong brand identity helps to retain customers, promoting long-term growth.
Frequently Asked Questions
Q1. List steps to develop a brand association
Here are the top methods to develop brand associations:
- Be imaginative with your branding
- Make sure it is memorable
- Accommodate the wants of your targeted audience
- Build relevant partnerships
- Highlight all potential threats
Q2. What are some examples of a successful brand association?
Some popular examples of the brand association are Google, Samsung, Tesla, Burger King, Nike, Adidas, and more.
Q3. Mention the top benefits of brand association
Some major benefits of the brand association include:
- Allow your brand to stand out.
- Memorable and trustable for customers
- Makes your brand stand out from all competitors.
- Builds a positive emotional connection between customers and the brand.
Q4. Why is brand association important?
Brand association is a process that deals with perceptions and mental connections that a customer has with the brand. It plays a significant role as it shapes how customers view the brand, influencing their loyalty and overall buying decisions. Strong brand association makes your brand stand out and builds long-lasting emotions with customers.
Q5. List some common types of brand association
Some of the most common types of brand association include product attributes, intangibles, customer benefits, relative price, and others.
Q6. What are the major barriers to a positive bad association?
Some common barriers include:
- Bad experiences: If you have had a bad experience with any brand, it makes it difficult to think good things about that brand.
- Mixed-up messages: Imagine a particular brand saying something today and changing its statement the next day. It is a big turn-off!
- Tough competition: When there are hundreds of brands in the market, choosing one becomes difficult.
- Dealing with problems: Sometimes, problems like bad products or a product getting recalled may occur. Brands handling such problems with grace makes a big change!
These are four major roadblocks for brands wanting to build a positive brand association. Brands aiming to do well must navigate these challenges for a positive association.