Brand associations

Brand associations are all the thoughts, feelings, images and experiences attached to a brand in memory: from product attributes and usage situations to people and recollections. They form the network through which a brand acquires meaning and from which it is retrieved at a buying moment. Strong brands have associations that are widely shared, positive and linked to buying situations; the classic brand models additionally push for uniqueness. The empirical school qualifies that last point: many associations of competing brands simply overlap, and fresh, broad links to entry points do more for growth than one deep unique image.

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