Brand association is anything which is deep seated in customer’s mind about the brand. Brand should be associated with something positive so that the customers relate your brand to being positive. Brand associations are the attributes of brand which come into consumers mind when the brand is talked about. The association helps people remember your brand and its unique qualities, including those that differentiate you from your competitors. By fostering familiarity and reinforcing recognisable attributes, brand association provides customers with concepts, visuals and attitudes that can help facilitate brand recall. The key brand association is the extent to which the customer feels a personal connection to the brand. Some concrete features are easiest to deliver and explain to customers, but are also relatively easily matched by competitors. These are not benefits, but are images and symbols associated with a brand or a brand benefit.

Nazrin Farzana

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