What is Brand Association?

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  • Written By: Mary McMahon
  • Edited By: C. Wilborn
  • Last Modified Date: 21 October 2019
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Brand association is the connection made in the minds of consumers between a given product or service and the category it is classified in. At its strongest, brand association will lead people to ask for something by brand instead of with the generic name for products in that category. For example, someone might write Kotex® on a grocery list instead of "sanitary napkins." Companies want to build up brand association as much as possible to earn market share.

Products and services can fall into a broad number of categories and it is possible for products to be in more than one category. When companies are developing their brands, they think about how they would like to see their products perceived by consumers. A manufacturer of luxury cars would want people to think not just of "cars" when they see their products, but of "luxury cars" specifically.

In addition to building up associations with particular product categories, brand association also involves associating products with particular attributes. When members of the public want things in specific categories with particular attributes, the goal is to have the brand come to mind rather than to have a consumer look for a generic product. Companies use a variety of marketing techniques to get members of the public associating their products with particular characteristics ranging from "refreshing" for sodas to "reliable" for electronics equipment.


The characteristics people associate with given brands can be a powerful marketing tool. Brand association tends to create a ripple effect, as more and more people are exposed to ideas about products and services. Over time, people who may not have been extensively exposed to advertising may automatically ask for a given brand because they're heard it discussed and been exposed to ideas about the brand. Companies are also careful to control negative aspects of their image as people tend to remember negative impressions of brands and companies.

One issue that can occur with very strong brand association is trademark genericization. If people start repeatedly using a brand name as a generic term for a product or service category and the owner of the brand does not enforce its trademark, it can lose the trademark. Many terms used today as generics, like aspirin, zipper, thermos, and escalator, were once trademarked brand names. Companies walk a line between building strong brand associations and "genericide," as the loss of a trademark through generic usage is known.


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Post 2

@Lostnfound -- Sonics probably has a lot to do with it, as you said. As a Southerner, I know we catch some flak for calling all soft drinks, "Cokes." You will hear the term, "cold drink" and occasionally, "soda pop," but in general, we call soft drinks Cokes, no matter what they are.

It's not uncommon to hear this conversation, "Go get me a Coke."

"What kind of Coke do you want?"

"A Mountain Dew." And so it goes. It's all Coke, though. If you're talking about the actual product from the Coca-Cola company, you might hear it called a "co-cola."

It's pretty much a regional thing, but it's very common in this region.

Post 1

Facial tissue being called "Kleenex" is probably one of the best examples of current genericide. People rarely say "facial tissue," or even "a box of tissues." It's "Get me a box of Kleenex."

"Band Aid" is another brand name that comes to mind. No one ever says, "We're out of adhesive bandages." It's, "We're out of band aids." Except, maybe, in television commercials.

I think some of it has to do with the sonics of the words. "Band aid" sounds a little like "bandage," except it's quicker to say and sounds more casual and off the cuff. It just rolls off the tongue a little easier.

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