Brand Association Explained: Identifying 5 distinct categories of brand association

Brand associations play a significant role in the world of marketing, shaping the way customers perceive products and brands. These mental images formed by consumers are crucial in influencing purchasing decisions and brand loyalty.

Brand associations can be categorised into two main types: association based on attributes and brand association based on benefits.

Association Based on Attributes

Companies often promote descriptive features of their brands or products to stand out from the competition. This is known as association based on attributes. For instance, Tesla, the innovative electric vehicle manufacturer, strengthened its brand associations with innovation and sustainability in 2022, resulting in a 78% increase in brand value, reaching $75.9 billion (Kantar BrandZ Top 100 Most Valuable Global Brands 2022).

Brand Association Based on Benefits

In the cosmetic industry, brands heavily rely on association based on benefits, focusing on how customers would feel after using the product. Similarly, Nike, a fitness-based apparel company, uses endorsements from celebrities to establish a brand association for different product lines in customers' minds, positioning itself as a brand that can help customers win and be the best in their chosen sport.

Association by Celebrity

Celebrity endorsements are a common strategy for promoting products, with brands carefully selecting celebrities to associate with a particular brand. The celebrity associated with Tesla in 2022 to strengthen associations with innovation and sustainability was Elon Musk. However, the selection of celebrities is crucial, as customers may not buy a product if they do not like the celebrity associated with the brand, despite the product's quality.

Brand Association by Interest

Brand association by interest is established through generating interest in customers' minds and positioning the brand accordingly. This can be done through celebrity endorsements or product placement in movies. For example, Nike's strategic use of celebrity endorsements helps position its brand in various customer segments, creating a strong brand association.

The Impact of Brand Associations

Strong brand associations can significantly boost a brand's value. Brands with high positive brand associations saw an average brand value increase of 34% compared to the previous year (Kantar BrandZ Top 100 Most Valuable Global Brands 2022). Moreover, brand associations help in brand recall, differentiation from competitors, and providing a reason for customers to purchase the product. They also help to create positive and impactful feelings towards the brand or product.

In conclusion, understanding and leveraging brand associations is a powerful tool for businesses. By creating strong and positive associations, brands can influence consumer perception, drive sales, and increase brand value.