It's all in the brand image. Particularly in today's market, consumers tend to view a brand's image as an integral part of the product or service they are purchasing. They are not only buying the actual product or service, but the status, prestige and perceived benefits associated with the organization that is doing the selling - intangible qualities that differentiate the item of choice from all other similar offerings in the marketplace. Some are open to the general public allowing anyone with similar interests to join, while others are exclusive to select individuals. And, as with most organizations, associations face competition in the marketplace.
Members usually pay dues and purchase products or services offered by their association.
If they are satisfied with the products and services offered, they will often tell others, performing the best-known form of advertising word of mouth. So, creating a brand identity that sets an association apart from others offering similar services is a key factor in retaining and expanding one's share of the market. Rockbridge is a proven leader in developing research solutions for brand equity and awareness and brand image issues that companies often face. The first step in creating a positive brand image is finding out specifically how members currently perceive the association. An association, like any other organization, exists to fill a particular need within society and to accomplish particular goals or objectives.