Unit-04- Brand Association
Concept- Brand Association
Brand associations are the mental connections that customers make between a brand and its
qualities, feelings, images, or experiences.
It influences brand perception and customer behavior.
Example: Nike is associated with "performance", "sports excellence", and "innovation".
Nike → Innovation, athleticism, "Just Do It" spirit.
Amul → Quality, trust, "The Taste of India".
Concept-Brand Awareness
Brand awareness refers to the extent to which customers can recognize or recall a brand under
different conditions.
It’s the first step toward building brand equity.
Types
Type Meaning Example
Brand Recognizing the brand when
Recognizing the McDonald's logo.
Recognition seen or heard.
Recalling the brand without any Thinking of "Colgate" when asked
Brand Recall
visual cue. about toothpaste.
Importance
Higher awareness = higher chance of consumer preference.
Critical for new product launches.
Essential for launching new products.
Helps differentiate from competition.
Boosts chances of being included in consumer’s purchase consideration set.
Brand Identity
Concept
Brand identity is how a company wants to be perceived by consumers.
It consists of visual elements (logo, colors) and emotional elements (values, promises).
Example:
Apple → Identity of minimalism, innovation, premium quality.
Created by- Prof. Poonam Barha
Sources of Brand Identity
Company vision, mission, and culture
Target audience
Product attributes and quality
Communication style and advertising
Brand storytelling
Example:
Apple's Brand Identity = Innovation, premium quality, simplicity, sophistication.
Brand Image
Concept
Brand image is the current perception of the brand in the minds of consumers.
It results from direct experiences and brand communication.
Example
Volvo’s brand image = "Safety and reliability"
Red Bull’s brand image = "Adventure and energy"
BMW → Brand image of "luxury and driving performance".
Patagonia → Brand image of "environmental activism and sustainability
Difference between Brand Identity and Brand Image
Brand Identity Brand Image
Internal, company-driven External, consumer-driven
What the brand aspires to be How the brand is actually perceived
Brand Personality
Concept
Brand personality refers to a set of human characteristics associated with a brand.
It makes the brand more relatable and emotional for consumers.
Example:
Harley Davidson = Rugged, adventurous, rebellious personality.
Dove = Sincere, caring, gentle.
Elements of Brand Personality
According to Aaker (1997), five key dimensions:
Created by- Prof. Poonam Barha
Dimension Traits Example
Sincerity Honest, wholesome, cheerful Dove
Excitement Daring, spirited, imaginative Red Bull
Competence Reliable, intelligent, successful IBM
Sophistication Upper-class, charming Chanel
Ruggedness Tough, outdoorsy Jeep
Brand Positioning
Concept
Brand positioning is the process of designing the company's offering and image to occupy a
distinctive place in the target customer's mind.
Positioning Statement Template: For [target audience], [Brand] is the [frame of reference] that
[point of difference].
Choosing Points of Difference (POD) and Points of Parity (POP)
Aspect Meaning Example
Points of Difference Attributes or benefits that make Tesla = Electric innovation and
(POD) the brand unique. performance.
Attributes necessary to be
Tesla = Safety features (like
Points of Parity (POP) considered credible in the
traditional cars).
category.
Positioning Strategies
Strategy Description Example
Focus on a specific
Attribute Positioning Colgate = "Protection from cavities."
feature.
Focus on the benefit Sensodyne = "Relief from sensitive
Benefit Positioning
derived. teeth."
Use/Application
Based on a specific use. Gatorade = "Rehydrate after exercise."
Positioning
Targeting a specific type
User Positioning AXE = Young male consumers.
of user.
Competitor Positioning against Pepsi = "The Choice of a New
Positioning competitors. Generation" (vs. Coca-Cola)
Quality/Price Focus on quality or value
Rolex = Luxury and prestige.
Positioning pricing.
Created by- Prof. Poonam Barha
Repositioning
Concept
Repositioning involves changing the brand's status in the marketplace.
It is necessary if the brand is outdated, irrelevant, or losing market share.
Example
Old Spice: Rebranded from an "old man’s deodorant" to a young, edgy brand with humorous ads.
Burberry: Shifted from outdated trench coat brand to luxury fashion icon.
When is Repositioning Needed?
Declining market share.
Changing consumer demographics.
New competition.
Technological shifts.
Brand Reinforcement
Concept
Brand reinforcement involves consistently conveying the brand’s values, attributes, and promises
over time.
Key Activities
Consistent marketing communications.
Regular customer engagement.
Delivering on brand promise.
Innovating while maintaining brand essence.
Example: Coca-Cola continuously reinforces happiness and togetherness in its marketing
campaigns.
Brand Revitalization
Concept
Brand revitalization is about rejuvenating a declining brand without losing its core values.
Methods
Rebranding with a new look/logo.
Targeting a new customer segment.
Adding new product features.
Changing marketing approach.
Created by- Prof. Poonam Barha
Example
Lego: After facing decline, Lego revitalized through movies, video games, and partnerships with Star
Wars, Harry Potter, etc.
Puma: From a sports-only image to a fashionable lifestyle brand through collaborations (like with
Rihanna).
📚 Quick Summary Table
Topic Example
Brand Association Nike = Sports excellence
Brand Awareness McDonald's logo recognition
Brand Identity Apple's innovation image
Brand Image Volvo = Safety
Brand Personality Jeep = Ruggedness
Positioning POD Tesla = Innovation
Positioning POP Tesla = Safety features
Repositioning Old Spice’s new youth-oriented ads
Brand Reinforcement Coca-Cola’s “Open Happiness”
Brand Revitalization Lego's expansion into entertainment
Key Takeaways
Brand association is critical for customer loyalty and brand equity.
Awareness, identity, and image must align for strong branding.
Brand positioning must highlight differences (POD) while ensuring credibility (POP).
Reinforcement maintains brand strength, while revitalization is needed when the brand weakens.
Created by- Prof. Poonam Barha
