brand associations

Brand associations refer to the mental connections and perceptions that come to mind when consumers think about a brand. These associations can include attributes like quality, trustworthiness, innovation, or emotions such as happiness. They influence how people feel about a brand and their decision to choose it over competitors. Strong, positive brand associations help create a recognizable identity, foster customer loyalty, and differentiate a brand in the marketplace. Essentially, they are the thoughts and feelings linked to a brand that shape its reputation and consumer perceptions.