Associations with the brand

Various types of emotions, situations, smells, words, etc. that associate the consumer with a given brand, and thus with the company and the products it offers.

 

Building brand awareness, and consequently associated associations, is a long and often complex process, but if properly planned and carried out in a correct way, it can make customers associate the brand with what we care about the most.

 

Associations with the brand are a key element that will allow us to properly position the company in the minds of recipients. Therefore, at the very beginning of creating the brand image, it is worth considering carefully the target group to which the advertising message is directed, so that the brand image is as consistent with it as possible.

 

The most common element that influences the customer's association of a product is its packaging. Due to this, the design of the offered goods should be as distinctive as possible and different from those of the competition. It is also related to the fact that the purchase decision, among other everyday goods, the consumer usually takes at the point of sale, near the store shelf. Therefore, it is worth taking care of the appropriate promotion of the article in advance, so that after seeing it at the point of sale, the customer has no doubts what brand to choose.

 

Associations with a specific brand may relate to very different situations, and then feelings related to them. The key role here is the type of advertising we will apply to the promoted product. If it is a visual advertisement, the recipient will have visual associations with the product, such as its characteristic colors or the shape of the packaging or product. When it is, for example, an acoustic advertisement, the recipient will remember the melody accompanying the advertising message, which, after an effectively conducted advertising campaign, will revive in his memory at the right time and lead to the purchase of our brand's product.