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Brand Association explained in simpler terms
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https://www.ayan-biswas.com/2019/10/s...

Your brand operates in a particular business (say engine oil i.e. lubricant business) and has some attributes that it has to offer to its vehicle owners ( its customers) which is reflected in the positioning of the brand. Now those attributes can be tangible or intangible. For ex , you say your lubricants offers power to the vehicle…..so POWER…is the intangible attribute. So any other business/ brand/ activity which depicts power, which is not direct part of your business, you can tag on to your brand…..for example ……a wrestling competition is a depiction of power……so you sponsor a wrestling competition…..& try to tell the consumers that your brand is also powerful as the wrestlers..!!...this is an example of brand association. It is partnering brands/ business/ activities which resonates the same attributes of your brand within the same target audience.

Why you need to do it….primarily to increase your reach ( as you will also communicate with the audience of the brand you associate with)….secondly…..associations help to talk about your brand in a subtle way..!!....Many times companies look only @ the similarity in Target group & try brand association as tool…it can be devastating. For ex: Your lubricant brand has a target audience between (25-40) years of age…. the same TG is also for a condom brand…..now think if both associate …..😱😲😝…hence a holistic approach is required to identify the right brand association.

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