How to Select a Vendor for Affiliate Marketing
Affiliate marketing is a catch all term. It is a term just like marketing meaning that it applies to a lot of industries and businesses. Since the connotation is so vast, generalizations must not be made for affiliate marketing. What may be true for affiliate marketing in case of one product may not be applicable […]
Solution Based Approach for Profits and Revenue
Sustaining success in business is a big challenge for organizations. In order to continue to be successful and sustain leadership position, the organizations have got to keep re-inventing their service offer and the value proposition to their customers. This calls for continuous investments into R&D, creating new products and services, increasing the value proposition of […]
Understanding Social Media Holds Key to Building Online Reputation
Difference between Traditional Advertising and Online Advertising on Social Media When it comes to Advertising in traditional media, the advertisers tend to focus on how to reach the masses at large. However when one looks at the Social Media and plans to design advertising, it becomes important to understand some of the basic differences that […]
Steps in Advertising Process
“Mass demand has been created almost entirely through the development of Advertising” Calvin Coolidge in the New York Public Library. For the development of advertising and to get best results one need to follow the advertising process step by step. The following are the steps involved in the process of advertising: Step 1 – Briefing: […]
Factors Directing Corporate Behavior
The business landscape of the 21st century is littered with companies that have failed to keep abreast of the changing trends, ideas and the pace of technological change. In this context it is important more than ever for corporates to practice good corporate governance since an approach that is fair and ethical as well as […]
Brand Associations are not benefits, but are images and symbols associated with a brand or a brand benefit. For example- The Nike Swoosh, Netflix sound, Film Stars as with “Lux”, signature tune Ting-ting-ta-ding with Britannia, Blue colour with Pepsi, etc.
Associations are not “reasons-to-buy” but provide acquaintance and differentiation that’s not replicable. It is relating perceived qualities of a brand to a known entity.
For instance:
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. It is related with the implicit and explicit meanings which a consumer relates/associates with a specific brand name.
Brand association can also be defined as the degree to which a specific product/service is recognized within it’s product/service class/category. While choosing a brand name, it is essential that the name chosen should reinforce an important attribute or benefit association that forms it’s product positioning. For instance - Power book.
Positive brand associations are developed if the product which the brand depicts is durable, marketable and desirable. The customers must be persuaded that the brand possess the features and attributes satisfying their needs. This will lead to customers having a positive impression about the product.
Positive brand association helps an organization to gain goodwill, and obstructs the competitor’s entry into the market.
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