Customers Expectations and Delight
Introduction In today’s ultra competitive business environment merely meeting customer expectations is not enough. In order to effectively differentiate themselves from the competition, service providers need to focus on exceeding customer expectations to create customer delight and create a pool of loyal customers. Therefore, when deciding on a service delivery design, it is imperative for […]
Social Media Channel and Tools
Social Media Channels contain thousands of websites, blogs, forums, videos and so on. Individuals have now begun to spend most of their free time online catching up with various conversations and topics of their interest. When one wishes to get the latest update on news, entertainment, movies, music as well as catch up with what […]
Components of a Successful Integrated Marketing Strategy
Integrated marketing strategy integrates relevant marketing tools to deliver similar message to a larger audience. Remember, an integrated marketing strategy is successful only when it creates awareness of a particular brand among a large number of end-users. Remember, a marketer needs to carefully blend and make the best possible use of all promotional tools so […]
Understanding Market Segmentation – Key Steps and Actions
Segmentation refers to the process of creating small segments within a broad market to select the right target market for various brands. Market segmentation helps the marketers to devise and implement relevant strategies to promote their products amongst the target market. A market segment consists of individuals who have similar choices, interests and preferences. They […]
Organizational Building Blocks for Product Leadership
Talking about product leadership in the market and understanding all about the organizations that have achieved such leadership can be very valuable and practical knowledge for the aspiring business managers as well as marketing managers of tomorrow. World over we are familiar with the stories of upstart entrepreneurs who made it big in the business. […]
Brand Associations are not benefits, but are images and symbols associated with a brand or a brand benefit. For example- The Nike Swoosh, Netflix sound, Film Stars as with “Lux”, signature tune Ting-ting-ta-ding with Britannia, Blue colour with Pepsi, etc.
Associations are not “reasons-to-buy” but provide acquaintance and differentiation that’s not replicable. It is relating perceived qualities of a brand to a known entity.
For instance:
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. It is related with the implicit and explicit meanings which a consumer relates/associates with a specific brand name.
Brand association can also be defined as the degree to which a specific product/service is recognized within it’s product/service class/category. While choosing a brand name, it is essential that the name chosen should reinforce an important attribute or benefit association that forms it’s product positioning. For instance - Power book.
Positive brand associations are developed if the product which the brand depicts is durable, marketable and desirable. The customers must be persuaded that the brand possess the features and attributes satisfying their needs. This will lead to customers having a positive impression about the product.
Positive brand association helps an organization to gain goodwill, and obstructs the competitor’s entry into the market.
Your email address will not be published. Required fields are marked *
