The strength of brand associations is a key element that determines what information is recalled from memory at the moment a user thinks of the brand name, hears it, or reads it. Positive and strong associations triggered from memory cause the user to distinguish the brand among competitors and perceive it as unique. In the absence of such associations, the user perceives the brand as similar to others.The strength of associations that shape the brand image can be reinforced by the feelings accompanying the use of the brand, through non-commercial information such as friends’ opinions, data from consumer analyses and rankings, or communication conducted by companies.
The strength of the associations accompanying a brand depends on the number of sources from which they originate. For example: the association of the McDonald’s brand with children would be weaker if the source consisted only of the brand’s advertisements featuring children. Mini-play areas near restaurants, birthday parties organized for children, or toys with the company logo have, however, a significant influence on strengthening this association. It should be borne in mind that the strength of associations will weaken the more time passes since the last contact with the information creating these associations. This time is counted from the moment of: last use of the brand, last contact with non-commercial information about the brand (i.e., friends’ opinions or analyses from consumer rankings), and finally, the last contact with marketing and communication activities from companies.
That is why it becomes necessary that messages shaping these associations are repeated as often as possible and that their reach to the target group is ensured. Associations referring to functional features and benefits form through direct contact with the brand. In contrast, associations related to the type of buyer, brand personality, or the situation of its use are highly influenced by information derived from communication. In cases where the brand is in the market introduction phase or the user has not had a chance to try it, all associations accompanying the brand result from communication.
Author of the text: Filip
Source: Keller K.L., Strategic Brand Management: Building, Measuring and Managing Brand Equity, Prentice Hall, Upper Saddle River 1998, p.103.
Aaker D.A., Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York 1991, p.109
