Brand association is anything which is deep seated in the mind of customer about the barnd.There are various type of brand assocition.
Types of brand association are:-
1. Product attributes
2. Intangibles
3. Customer benefits
4. Relative price
5. Use/Application
6 User/customer benefit
1. Product attributes-The most used positioning strategy is to associate an object with the product attribute.Developing such association is effective because when the attribute is meaningful,the associations can directly translate into reasons to buy or not to buy the goods.For example "jaguar" "a blending of art and machine"
2. Intangibles-Comapnies love to male brand comparision.Brands engaze in shouting matches,attempting to convince others of the superiority of their barnd along a key dimension or two.There are main three problems associate with intagibles:-
1. Position based upon specification is vulnerable to innovation
2.When a firm starts a specification shouting match,they all eventiually lose credibility
3. People do not always make decisions based upon a particular specification anyway.
Here is an example of General motor returns to its roots of intangibles.
3. Custoimer Benefits-Most product attributes provide customer benefits, there usually is a one to one correspondence between the two.For e,g Cavity control both a rpoduct characterstic of crest and a customer benefit.
In case of BMW it is a good handling providing customer driven satisfaction
4. Relative price-One product attribute relative price is so useful and pervasive that is appropriate to considered it seperatedly.In some product classes there are five well developed price levls.For e.g In the beer market there are
1, Mainstream premium beers
2. Super premium beers
3. Prestige beers
4. price brand beers
6. Store brand beers
Example of realtive price levels of hotels.
5. USE/APPLICATION-it is also used to associate the brand with the use or application For example campbell's soup for many years positioned itself as a lunch time product and used noontime radio extensively
Example of use/application how to realte coffee with different contexts.
6. USER?CUSTOMER- It is also used to associate the brand with a type of product user or customer.When it works, a user strategy is effective because it can match positioning with a segmentation strategy.the role of user position is used by cosmetics industry in the late 1980s.
It is consist of various types of examples which used the user/ customer to associate the brand
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