Brand association is the mental connection, feelings, and responses that occur when you think of a particular company, its products, services, and ethos. For example, Apple uses elegant, minimalist branding to promote the simplicity of its products. Adidas creates evocative logos and messaging to encourage associations with energy, vitality, and athleticism.
Cultivating positive brand associations is key to a company’s success. It helps promote brand recall and brand equity and increases customer retention and loyalty.
Brand association usually elicits an immediate response; negative or positive. This reaction can be based on a variety of criteria. This includes:
Brand identity
Brand assets
Company reputation
Personal experience of the company
Influence of friends and peers
Responses to previous marketing, advertising, and social media campaigns.
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