Brand association refers to the connections customers make between a brand and certain qualities, emotions, or experiences. These associations influence how customers perceive the brand and are often formed through marketing efforts, customer experiences, and cultural relevance.

Building positive brand associations starts with defining the core attributes the brand wants to be linked with. For example, a sportswear brand like Nike is associated with athleticism, inspiration, and performance. These associations are reinforced through endorsements by athletes, motivational campaigns, and high-quality products that meet the demands of active lifestyles.

Marketing and advertising play a significant role in shaping brand associations. Visual elements like logos, colors, and packaging can evoke specific emotions or qualities. For instance, Coca-Cola’s red branding and advertisements focus on happiness and togetherness, creating strong emotional ties with its audience.

Experiences also shape brand associations. A positive experience with a product or service reinforces favorable associations, while a negative experience can damage them. Customer service, product quality, and even online reviews all contribute to how a brand is perceived.