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1 
Brand association and brand image
What is brand association 
2 
 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. 
 Brand association can also be defined as the degree to which a specific 
product/service is recognized within it’s product/service class/category.
Formation of brand association 
3 
 Brand associations are formed on the following basis: 
 Customers contact with the organization and it’s employees 
 Advertisements 
 Publicity 
 Price at which the brand is sold 
 Celebrity/big entity association 
 Quality of the product 
 Products and schemes offered by competitors 
 Product class/category to which the brand belongs 
 POP ( Point of purchase) displays
Types of Brand Associations 
 Qualitative e.g. it feels good after having a Pepsi. 
 Quantitative e.g. a little Axion is enough to clean a large number of utensils 
 Absolute e.g.Wheel detergent removes stains on clothes. 
 Relative e.g. Nirma does not provide whiteness like Rin does 
 Negative e.g. Nirma powder fades coloured clothes. 
 Positive e.g. Frooti has a good taste 
4 
Generic e.g. any drink in a Tetra Pak is a Frooti
Steps to build Brand associations 
 Competitors : Some brands have used specific competitor in a subtle manner 
5 
to create a reference point for generating association. 
 Examples are Motrin twelve hour red mat (versus normal eight-hour blue mat- 
Good night) 
 Just talking of the benefit would not have as much intensity as it has when 
used against a strong brand.
6 
 Celebrity Personality : Brands are increasingly using it 
 EG : Sachin Tendulkar for Visa, Pepsi, Gillette, and Boost, Overuse has led 
to a feeling of ‘me too’ in the cola market. 
 Aamir Khan is used for Coke, Salman Khan Thums Up, 
• Brand association should help a brand to stand out and thus revitalize it. 
 Celebrity advertising are most likely to be effective for: 
 Lifestyle products such as premium watches, and brand garments as in such 
cases the need is intangible imagery. 
 The concept of celebrity is ‘intangible imagery’.
7 
 Place of Origin 
 Certain places have some speciality and these can be converted into focused 
Brand association 
 EG : 
 Darjeeling/Assam are known for great quality tea. Some such international 
examples are as below: 
 France - Fashion, Perfume, Champagne Russia - Vodka 
 Italy - Shoes, Leather goods 
 The only fear with this is that these could change over long-time
8 
 Use Of Product/Service 
 Some examples are: 
 Any-Time Money (for banking services) 
 Monsoon time is soup time (ad for Maggie soup in 2000) 
 For making ice quickly (Whirlpool refrigerator in 2000) 
 These usage occasions provide association opportunities 
 Promoted by specific brands are actually opportunities for almost all brands in 
the concerned category.
Brand image 
 The impression in the consumers' mind of a brand's total personality 
 Brand image is developed over time through advertising campaigns with a 
9 
consistent theme, and is authenticated through the consumers' direct 
experience. 
 It can be defined as a unique bundle of associations within the minds of target 
customers. 
 It signifies what the brand presently stands for. 
 It is a set of beliefs held about a specific brand.
Company image v/s Brand image 
10 
 Brand image : The image of a service which is formed in the customer’s 
mind 
 Company image : the valued customers, potential customers, other group of 
people connect with an organization 
 Different levels of company image are : 
 Corporate : the image people generally have of an organization 
 Local : linked to corporate image but can develop its own image
Importance of brand image 
11 
 Image communication expectations 
 Image is a filter influencing perception of the performance of the firm 
 Image is a function of expectations & experience 
 It has an internal impact on employees
12 
 Brand image :
13 
Thank you

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Brand association and brand image - Introduction to Branding

  • 1. 1 Brand association and brand image
  • 2. What is brand association 2  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.  Brand association can also be defined as the degree to which a specific product/service is recognized within it’s product/service class/category.
  • 3. Formation of brand association 3  Brand associations are formed on the following basis:  Customers contact with the organization and it’s employees  Advertisements  Publicity  Price at which the brand is sold  Celebrity/big entity association  Quality of the product  Products and schemes offered by competitors  Product class/category to which the brand belongs  POP ( Point of purchase) displays
  • 4. Types of Brand Associations  Qualitative e.g. it feels good after having a Pepsi.  Quantitative e.g. a little Axion is enough to clean a large number of utensils  Absolute e.g.Wheel detergent removes stains on clothes.  Relative e.g. Nirma does not provide whiteness like Rin does  Negative e.g. Nirma powder fades coloured clothes.  Positive e.g. Frooti has a good taste 4 Generic e.g. any drink in a Tetra Pak is a Frooti
  • 5. Steps to build Brand associations  Competitors : Some brands have used specific competitor in a subtle manner 5 to create a reference point for generating association.  Examples are Motrin twelve hour red mat (versus normal eight-hour blue mat- Good night)  Just talking of the benefit would not have as much intensity as it has when used against a strong brand.
  • 6. 6  Celebrity Personality : Brands are increasingly using it  EG : Sachin Tendulkar for Visa, Pepsi, Gillette, and Boost, Overuse has led to a feeling of ‘me too’ in the cola market.  Aamir Khan is used for Coke, Salman Khan Thums Up, • Brand association should help a brand to stand out and thus revitalize it.  Celebrity advertising are most likely to be effective for:  Lifestyle products such as premium watches, and brand garments as in such cases the need is intangible imagery.  The concept of celebrity is ‘intangible imagery’.
  • 7. 7  Place of Origin  Certain places have some speciality and these can be converted into focused Brand association  EG :  Darjeeling/Assam are known for great quality tea. Some such international examples are as below:  France - Fashion, Perfume, Champagne Russia - Vodka  Italy - Shoes, Leather goods  The only fear with this is that these could change over long-time
  • 8. 8  Use Of Product/Service  Some examples are:  Any-Time Money (for banking services)  Monsoon time is soup time (ad for Maggie soup in 2000)  For making ice quickly (Whirlpool refrigerator in 2000)  These usage occasions provide association opportunities  Promoted by specific brands are actually opportunities for almost all brands in the concerned category.
  • 9. Brand image  The impression in the consumers' mind of a brand's total personality  Brand image is developed over time through advertising campaigns with a 9 consistent theme, and is authenticated through the consumers' direct experience.  It can be defined as a unique bundle of associations within the minds of target customers.  It signifies what the brand presently stands for.  It is a set of beliefs held about a specific brand.
  • 10. Company image v/s Brand image 10  Brand image : The image of a service which is formed in the customer’s mind  Company image : the valued customers, potential customers, other group of people connect with an organization  Different levels of company image are :  Corporate : the image people generally have of an organization  Local : linked to corporate image but can develop its own image
  • 11. Importance of brand image 11  Image communication expectations  Image is a filter influencing perception of the performance of the firm  Image is a function of expectations & experience  It has an internal impact on employees
  • 12. 12  Brand image :