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This question is about employer branding.
What are brand associations?
Brand associations are mental connections consumers make between a brand and certain attributes or qualities. These associations can include specific product features, benefits, emotions, values, or other characteristics. Ever since Pavlov's dogs salivated to the sound of a bell, companies have applied the basic components of classical conditioning to their products.
One famous example of brand association is the "Just Do It" slogan associated with Nike. This slogan has become closely tied to the brand's image and is instantly recognizable as a Nike slogan.
It represents the brand's commitment to athleticism, perseverance, and determination and has helped solidify Nike's position as a leader in the sports apparel industry.
Brand associations can be positive or negative and based on personal experiences, perceptions, or marketing messages. For example, a consumer may associate a brand of athletic shoes with high quality, durability, and comfort, based on personal experience with the product.
Alternatively, a consumer may associate a fast food brand with low-quality, unhealthy food based on negative media coverage or personal experience.
Brand associations are important because they can influence consumer behavior, attitudes, and perceptions of a brand. Positive brand associations can lead to increased brand loyalty, positive word-of-mouth recommendations, and ultimately increased sales and revenue.
In contrast, negative brand associations can have the opposite effect, leading to decreased customer loyalty, negative word-of-mouth, and decreased sales.
Brand associations are often developed through marketing and advertising efforts, such as brand messaging, visual identity, and product design. Companies can also cultivate and strengthen positive brand associations through product quality, customer service, and other aspects of the customer experience.
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