BRAND ASSOCIATION Meaning and
Definition
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Brand association refers to the mental connections and associations that consumers make between a particular brand and certain attributes, characteristics, images, emotions, or experiences. These associations are formed through marketing efforts, brand communication, and consumer experiences. They play a critical role in shaping consumers' perceptions, attitudes, and preferences towards a brand.
Brand associations can be both positive and negative, and they can be explicit or implicit. Positive associations are those that enhance the brand's image and generate strong brand equity, while negative associations can damage a brand's reputation and lead to brand dilution. Explicit associations are consciously formed by the brand's marketing strategies, including advertising, packaging, sponsorships, endorsements, and brand names, while implicit associations are formed through consumer experiences and interactions with the brand.
Brand association operates on the principle of cognitive associations, where consumers connect certain stimuli with particular meanings and associations. For example, consumers may associate a luxury brand with prestige, quality, and exclusivity, or a sports brand with performance, durability, and athleticism. These associations function as cognitive shortcuts, aiding consumers in making decisions and evaluating brands quickly and efficiently.
By deliberately managing and cultivating brand associations, companies can create a strong and distinctive brand identity, build brand loyalty, and differentiate themselves from competitors. The ultimate goal of brand association is to establish a unique position and a strong brand image in consumers' minds, which can drive brand preference, positive word-of-mouth, and ultimately, increase sales and brand value.
Common Misspellings for BRAND ASSOCIATION
- vrand association
- nrand association
- hrand association
- grand association
- beand association
- bdand association
- bfand association
- btand association
- b5and association
- b4and association
- brznd association
- brsnd association
- brwnd association
- brqnd association
- brabd association
- bramd association
- brajd association
- brahd association
- brans association
- branx association
Etymology of BRAND ASSOCIATION
The word "brand association" is a combination of two separate words: "brand" and "association".
1. Brand: The word "brand" originated from the Old Norse word "brandr" which meant "to burn" or "fire". It initially referred to a distinguishing mark or symbol burned onto livestock or goods using a hot iron to indicate ownership. Over time, the meaning expanded to include the reputation, perception, and identity of a company, product, or service.
2. Association: The word "association" derives from the Latin word "associare" meaning "to unite" or "to join". It refers to the act of connecting or linking ideas, thoughts, or objects together.
When combined, "brand association" implies connecting or linking certain ideas, emotions, perceptions, or attributes with a particular brand. It signifies the mental and emotional connections that people make when they encounter or think about a specific brand.
Similar spelling words for BRAND ASSOCIATION
- parent association,
- parent-teacher association.
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