brand association

Brand association refers to the mental connections or perceptions that consumers have with a brand. These associations are formed based on their experiences, advertising, word-of-mouth, and other interactions, shaping how they perceive the brand’s qualities, values, and reputation. Strong positive associations can enhance brand loyalty, differentiate it from competitors, and influence purchasing decisions. Essentially, brand associations are the ideas and feelings that come to mind when people think of a brand, helping to build its identity and value in the marketplace.