![]() Photo courtesy of Budweiser Americaīeing intentional about brand associations will make every other decision easy. Exceptional brand managers market so the logo or mention of a brand triggers memories of people, places, things and emotions that are desirable.ĭaryl Weber, who we interviewed, wrote about how Budweiser made the “American Can” as with the aspiration to associate drinking Bud with being a patriotic American. Associations are one of only three components of David Aaker‘s brand equity model in his book Building Strong Brands.Īll the effort we put into design, communication, and promotion is only to build brand associations. Marketers and designers can build association through the use of symbols, advertising, endorsements, retail channels, etc.īrand associations are not just part of a brand they are the brand. Logos, graphics, brand deals are all great opportunities to build brand associations. Want to raise money to clean up the oceans? Associating your brand with the problem of polluted beaches, the solution and a sense of trust would be crucial, as 4Ocean is doing. Want to sell makeup? Then associating your brand to the most beautiful women in the world would help. the controversy around their latest advertisementsĪ mindful and strategic brand manager or entrepreneur can build the brand associations that are beneficial to their goal.the feeling of energy, excitement, anticipation.Sport Chek (the retailer I would go to buy Nike).influencers who have endorsed them, etc.įor example, if I think of Nike, I also think of:.location you would find their products and services.When a stakeholder thinks about a brand, they also recall the: Concepts are linked together so that when you think of one thing, you end up thinking about other things, if only subconsciously.įor example, if you think of your aunt, you might also think of her name, her house, how her presence makes you feel, the hobby she is known for, and other people related to her, maybe your uncle and cousins. The mind is not a set of data it’s a network. People are more likely to purchase your product or engage with your brand if it has positive associations for them.īrands live in the minds of people. Being mindful and strategic about them will build brand equity efficiently.Įffective brands build associate with people, places, things and emotions to inspire behavior. ![]() ![]() These associations may turn people to or away from your brand. When a brand and another thought occur together in anyone’s mind, they neurologically connect and are more likely to be thought of together in the future. Brand associations are thoughts that pop to mind when a person thinks about a brand, such as “soft” for Cottonelle or “athletics” for Nike.īrand associations are the connections in out minds between a brand and people, places, things, and emotions. But how do these mental models work?Ī brand association is a mental connection between a brand and a concept. As a brand strategist and designer, I play with these concepts all day and try to use them to infuse meaning and generate engagement. ![]() Some brands have an unfair advantage because they are associated with awesome concepts, like Nike to athletic performance. Brand associations sell products.īrands have different meanings to us all, but some brands seem to mean very clear things to a lot of people. Apple is to simple, as Nike is to performance.
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