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What Is Brand Association?
Posted By: tazeen* on 9/4/2004 6:09 AM (CST) 50 Points
i have recently applied for a promotion in the company i am currently working in (a five star hotel). apparently the interviewer is known to throw questions on branding. i dont wanna miss this chance. kindly help me with all the general branding information you have, specially brand association.

Posted by: visualwords* Member Response
9/4/2004 7:10 AM (CST)
maybe you could provide a little more info on what you do right now, and what are the additional roles that this promo entails?

that will give us a better idea of your situation.

kelvin
 
Posted by: Carl Crawford Accepted Answer
9/4/2004 10:45 AM (CST)
hi tazeen,

try this link for general branding tips:

http://www.google.com/search?q=general+branding+tips&sourceid=firefox&start...

please provide more info.

i have a few books but i need more info to fnd out if they are relevant to you,

Hope this helps you

Have a nice day

Sweetasman01
 
Posted by: Mushfique Manzoor Accepted Answer
9/4/2004 10:51 AM (CST)
Hi tazeen

the definition of Brand Association is anything that connects the consumers to the brand. this can include imagery, product attributes, use situations, organizational associations, brand personality and symbols.

hope this helps.

cheers!!
 
Posted by: W.M.M.A. Accepted Answer
9/4/2004 10:57 AM (CST)
As I understand brand association in the nedia, it means the type of "feeling" or "lifestyle" associated with the brand. Nike=sports. Viagra means sex. What type of response are you seeking for your brand. The brand must mean something to the buyer or potential buyer. They must see and/or draw an association from your message.
Motel 6 - friendly, safe, inexpensive, ready to serve.

I hope this helps you;
Randall Montalbano
Senior Advisor
WMMA
 
Posted by: D4Demand Accepted Answer
9/4/2004 12:43 PM (CST)
So far ONLY Mushfique is right. Brand Association is all the things you tie your brand name to.

The associations for BMW are, mechanically superior, fun to drive, German engineering, performance, exhiliration, holding retail value, etc.

In addition, associations can be thought of as the bridges to the consumer's life experiences. They are how the brand burrows into the memory of the public by tying the brand to experiences the target consumer is already familiar with.
 
Posted by: thinkmor Accepted Answer
9/4/2004 4:41 PM (CST)
Hi

Brand associations attempt to capture 'share of mind' of customers/consumers to influence purchase and build loyalty.

Strong brands use associations to incorporate positive attributes, benefits, personality, company values and maintain consistency through every contact customers have with their brand.

E.g. Mcdonald's

Happy meal, golden arches, big mac, fun, quality, Ronald McDonald etc

You can try:

http://www.brandchannel.com

http://www.allaboutbranding.com

http://www.brandrepublic.com

Hope this helps you.

Zahid
 
Posted by: ASVP/ChrisB Accepted Answer
9/4/2004 11:16 PM (CST)
I tink it's also what the consumer percieves when they think of the brand...

e.g. Hyatt - luxury
Hilton - misplaced parenting ideals/spoiled brats
HoJo - Green Roof
Marriott Courtyard - cheap, businesslike
Four Seasons - Very luxurious, all business mod cons, CEO's and filmstars, nothing too much trouble...

Hope this helps.

ChrisB
 
Posted by: SRyan ;] Member Response
9/4/2004 11:54 PM (CST)
Chris, I love how you slipped in the Hilton punchline!

I wonder if anyone's bothered to determine if The Girls have done any damage to their daddy's brand?

Shelley
 
Posted by: Deremiah *CPE Accepted Answer
9/5/2004 12:54 AM (CST)
Hey Shelley,

what about the damage they have done to their own buns, I mean to their own assets...well you know what I mean. The damage they've done to their own raisin brands. Well in any case brand association is very powerful as you can see.

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
 
Posted by: norquest* Accepted Answer
9/20/2004 3:17 AM (CST)
Tazeen

Let me try and address this from the perspective of the answer you’d give your boss.

Brand association means what feelings are invoked when you think about a brand.

Let me give you an example. One hotel brand may be associated with work and conferences in your mind, while another hotel brand may be associated with holidays and enjoyment.

What do you (your company) want as the first thoughts that should enter the minds of people when they think of your hotel’s name?

Articulating this may not be the easiest thing in the world, but is worth doing.

Sure hope this helps.

All the best with your promotion.
 
Posted by: bpfischer* Accepted Answer
9/24/2004 10:53 PM (CST)
Let me just add a small bit -- we did some branding work for a hotel company and a wireless phone company recently... In looking at Brand Associations, we were trying to tie the the perceived qualities of the brand to a know entity. For the hotel company (you may feel free to guess which one it was), we asked "which movie start best epitomizes the brand?". This allowed us to tie certain characteristics that were "well known" to what the brand image actually was (as defined by the customers). The answer was "Tom Cruise", which gave us the opportunity to position the hotel brand as "casually elegant, with ironic humor".

For the wireless phone company, we asked "which car best captures the essence of the service (there were three services that the wireless carrier offers)?"

For this, we got a broader range of answers, but essentially the answer was "Volkswagen Passat" (this was in another country). Essentially, it told us that we were positioned in the minds of the consumers as a practical service, with a few amenities, but essentially reliable, etc.

Hope this helps!
 
Posted by: Sharon Moderator Response
9/26/2004 4:03 PM (CST)
Hello all. I am closing this question. This is standard procedure when the question author gets busy and falls out of the conversation for a while – or doesn’t understand the procedure for closing.

Thanks for participating!
 


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