What is Brand Association? Meaning & Examples of Associations

“A honey oat sub with chicken teriyaki along with sweet onion sauce, lettuce, cucumber, pepper, double cheese and slightly toasted, all ready to eat fresh” the first thought that might pop in your mind when hearing this foot-long order is probably Subway.

All brands have a different meaning for every individual.

Where people might associate simplicity and a sleek design with Apple’s products some consider these characteristics the forte of Samsung’s gadgets.

The bottom line is that people associate different concepts and characteristics with every brand they use.

It helps in developing a mental and personal connection between the brand and its potential prospects.

When you think about Nike or Adidas, athletic performance and high-quality athletic shoes are probably the first things to cross your mind even though these two brands manufacture other products as well.

Brand association is all about how people perceive a brand.

Where some brands have the unfair advantage of working on great concepts and ideas like Microsoft, some brands struggle for years to make an impact.

Brands associations are usually brand’s qualities and characteristics that deliver the business message and objectives over to the targeted audience and potential business prospects.

Brands nurture these associations and improve the audience’s perceptions through innovative marketing tactics and business activities.

It takes only a single appalling review by a journalist to shatter the well-established public perception of any brand.

We have witnessed many brands reaching the heights of popularity and success and then falling in abyss never to re-surface again.

Just as brands hire logo design services or use a site like Logo Venture to create a unique and eye-catchy logo which then becomes a crucial part of brand identity.