If Your Brand is Losing Out, Where Does the Problem Lie ?
We live in a world that is fast changing. What was relevant last year doesn’t hold ground this year. Changes are taking place in every sphere of life be it in terms of society, values and lifestyle or the products and services that we consume. Post industrial revolution, our life style changed dramatically with the […]
E Commerce Challenges for International Retailers
Prior to 1990s, International Retail Industry was plagued by inefficient Supply chain as well as under Supplier control of products. Post ECR initiatives the industry went through streamlining and adapting new processes as well as supply chain solutions that have brought the industry to its present stature. Currently the situation faced by the International grocery […]
Retail Pricing – Different Types of Pricing Models
The sale of goods from fixed points (malls, department stores, supermarkets and so on) to the consumer in small quantities for his own consumption is called as retail. According to the concept of retailing, a retailer doesn’t sell products in bulk; instead sells the merchandise in small units to the end-users. Retail Pricing Cost Plus […]
Social Media Impact on Consumer Behavior
What Average People Think of Social Media ? Average people think of social media as a leisure activity. They think social media exists so that they can connect with their friends and family and share what is important to them. That is exactly what it is from a consumer point of view. It is a […]
From Kirana to Kopitiam: A Case Study of the Changing Indian Retail Industry
Using the PESTEL Framework to Analyze the Transforming the Indian Retail Industry We explore the Political, Economic, Social, Technological, Environmental, and Legal forces that impact the Indian Retail Industry using the PESTEL framework. This framework is especially pertinent and relevant as it lends itself to a thorough macro analysis of the industries and more importantly, […]
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.
Your email address will not be published. Required fields are marked *
