Research Topics:

Brand Equity | Brand Identity | Brand Positioning Studies

Industry/Market Focus:

Consumers

Content Type:

Glossary

Brand Associations Definition

Components of brand image, usually (but not always) assessed by qualitative research method.

Brand associations are the mental connections and perceptions – attributes, emotions, values and personal experiences – that consumers link with a brand. Usually, but not always, assessed by qualitative research, brand associations can provide an understanding of how and why customers emotionally and intellectually connect to particular brands. Professionals who study these associations can develop brands and marketing plans to develop and grow brand loyalty on a deeper level.

Who relies on brand associations?

Marketing researchers, brand managers and companies study brand associations to learn how brand image and loyalty develop, strengthen and weaken. Those findings can be used to make decisions about brand positioning, communication strategies and product development.

Why should I care about brand associations?

An understanding of brand associations is crucial for marketing professionals because the concept significantly impacts consumer behavior. Positive associations lead to brand loyalty, higher sales and a positive reputation. Negative associations can lead to opposite circumstances.