What is Brand Association?

We have discussed brand reputation in the past and what that entails in terms of importance. A branch of brand reputation is brand association. Brand association refers to the linking of a brand name with a certain icon. That icon does not necessarily have to be a design (though it can be). A brand can be associated with a certain person, item, or even a sound as well.

What Are Some Examples of Brand Association?

What comes to mind when you think of a particular computer company? Most likely you think of an icon found on their technology. How about a certain cereal brand? A cartoon figure may come to mind, which is often incorporated with childhood. Outside of certain images, companies will also market their brands by having a celebrity vouch for their product. Incorporating a popular, beloved celebrity with a  service or product allows for consumers to associate a brand with something they love.  Brand association is also done by showing consumers a product or service used under a set of circumstances. When you see a commercial for a brand of soda, you will often see a family, a group of friends, or a couple enjoying the drink together. This associates the soda’s brand with unity, fun and joy.

What Do You Associate Your Brand With?

Brand association is a very important concept in the marketing world and sends a message to consumers about how they should feel or what they should think about when your brand comes to mind. It can be as simple as having a set of colors, or one certain image that encompasses your brand. The key is consistency and having a brand association that is positive – something that appeals to your target audience.

As we discussed, brand reputation goes hand in hand with brand association. When you create a reputation for your brand, you create an association between how you market your products or services and how that relates to your consumers. That is why it is imperative that you not only have a protected trademark for your business to create an association, but to also be able to keep infringers from using your protected brand name and ruin your association. Our trademark enforcing and searching products can help with that. Click below to get started.

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