Brand association refers to the strength and depth of the connections consumers form between a brand and the general product category it represents. This phenomenon is evident when consumers substitute a brand name for a generic product name, such as asking for ‘Kleenex’ instead of facial tissues or ‘Band-Aid’ instead of adhesive bandages.
Importance of Brand Association
Consumer Choice Influence
The degree to which a brand is associated with a product category can significantly affect consumer choice. Brands with strong associations are often top-of-mind for consumers, steering purchase decisions toward them.
Brand Loyalty and Repeat Purchases
Strong brand associations create familiarity and trust, leading to brand loyalty and repeated purchases. Loyal customers are more likely to choose the same brand despite the presence of competitors.
Competitive Advantage
Brands that achieve strong associations can maintain a competitive edge in the market. This advantage can be crucial in highly saturated markets where differentiation is vital for success.
Forms of Brand Association
Functional Associations
Functional associations relate to the practical benefits and features of a product that meet consumers’ needs. For instance, the association of Volvo with safety in the automotive industry.
Emotional Associations
These associations are based on the feelings and emotions a brand evokes. Coca-Cola, for example, often evokes feelings of happiness and togetherness.
Symbolic Associations
Symbolic associations revolve around the status and identity a brand represents. Brands like Rolex and Apple are often associated with luxury and innovation, respectively.
Historical Context
The concept of brand association has evolved with the growth of mass marketing and advertising. In the early 20th century, the rise of mass media enabled brands to reach wider audiences and create stronger associations. The development of iconic advertising campaigns, jingles, and slogans has since played a significant role in solidifying brand associations.
Examples of Brand Association
- Kleenex: Commonly used to refer to facial tissues.
- Xerox: Often used as a verb meaning to photocopy.
- Google: Used as a verb meaning to search the internet.
Special Considerations
Potential Legal Issues
Brands that become synonymous with a product category can face legal challenges, such as becoming generic trademarks. This can result in the loss of trademark protection, as seen with former trademarks like “Aspirin” and “Escalator.”
Regional Variations
Brand associations can vary significantly across different regions and cultures. What may be a dominant brand in one country may not hold the same association elsewhere.
Related Terms
- Brand Equity: The value a brand adds to a product based on the consumer’s perceptions and associations.
- Brand Loyalty: The tendency of consumers to continuously purchase the same brand, facilitated by strong brand associations.
- Brand Awareness: The extent to which consumers recognize and recall a brand.
FAQs
What is the difference between brand association and brand loyalty?
Can brand association be negative?
How can brands improve their association?
References
- Aaker, D. A. (1991). Managing Brand Equity. New York: Free Press.
- Keller, K. L. (2008). Strategic Brand Management. Upper Saddle River, NJ: Pearson Prentice Hall.
Summary
Brand association is a critical concept in marketing that describes the degree to which a brand is linked to a product category in consumers’ minds. Strong brand associations contribute to consumer choice, brand loyalty, and competitive advantage. Understanding and managing these associations through effective marketing strategies is essential for brand success.
