For Marketers, the concept of Brand association is not new, but to understand this term and have a method to apply it to work, not all Marketers are sure. What are brand associations? What brand concepts do marketers need to know? Let’s find the correct answer together.

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What are brand associations?

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What is brand association?Other brand terms Marketers need to know


Brand association means brand association or brand association. These are the things that are linked with customer memory such as (belief, feeling, understanding…) to your brand directly or indirectly.

Detailed explanation

As an example of a Brand association, the Golden Dragon company has the slogan “Let us bring success to you”, each company’s introduction has its own identity color. When thinking, seeing these factors, people will immediately think of Golden Dragon company, and vice versa, when it comes to Golden Dragon company, you will also talk about slogan or color, logo…

Brand association – an important factor linking businesses with customers – Photo: Internet

Impressive source of brand links

There are many impressive sources of links that contribute to diversifying the brand image of the business. This can be the price level, product specifications or the method of using the service/product… However, these impressions are most perfectly aligned only when there is a certain depiction or reminder to aim. correlate with the brand image. Therefore, in the process of marketing implementation, businesses need to unify a message throughout, to avoid temporary changes, making brand association difficult to last.

Constituent elements

Includes unreadable elements that can only be perceived visually such as drawings, symbols (Vietnam Airlines’ lotus), colors (Nokia blue, Coca-Cola red, or designs). design, packaging (Henniken bottle style) and other visual (visual) elements.

Brand Identity

The identity or identity of a product or a brand is the values ​​that the manufacturer/brand owner wants consumers to believe in and recognize the product. Owners must find a way to tie the brand image and brand identity as closely together as possible. Highly effective brands know how to connect the brand’s personality in the concept of the target audience and the product or service itself. Furthermore, the brand needs to be aimed at certain populations. In particular, brands that have a long life are often the ones that are easy to remember, can sustain through changing trends, and leave a positive impression. Brand identity is very important to help consumers recognize the product; It is a symbol of a brand’s difference from competing products.

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Brand identity starts with what the brand owner wants potential consumers to believe in. But over time, there are identities that develop on their own, integrating more consumers’ perceptions, not necessarily from advertising. Therefore, it is always necessary to learn about consumers’ perceptions of a certain brand.

Brand identity needs to focus on original qualities – those that are truly valuable and the promises it delivers – as well as need to be maintained by features in the organization and production.

Other Branding Terms that Marketers Need to Know

Brand – Brand

A brand is a name, term, design, image or other sign that distinguishes an organization or a product from its competitors in the eyes of consumers. Signs can be signs, symbols (logos), designs (as in the case of Coca-Cola bottles, grilles blocking the air intakes in the nose of BMW or Mercedes cars), slogan words. (slogan), … is attached to the product packaging, product labels, or the product itself. Because to help distinguish businesses, brands are often printed on business brochures, corporate headquarters, business cards of corporate employees, business websites…

Brand identity – Brand identity

All tangible factors that can affect consumers’ vision, helping them to recognize the business name are called Brand identity. A brand identity system includes:

Logo guidelines: Unique logo of the business.Template: Separately designed forms such as invitations, powerpoint slides, minutes…Color palette: Separate colors are specified for each product. Font: Yes used in different situations, but the same font for important communication projects. Assets: All design information is stored, confidential. Value, brand mission.

Brand Identity helps businesses make a difference on the internet market – Photo: Internet

Brand equity – Brand equity

The total value of this brand is a separate asset, creating a special relationship between businesses and customers. Brand equity includes:

Brand awareness: The ability of consumers to recognize products/services.Brand association: Features of products/services that customers easily associate with.Brand loyalty: The level of consumer loyalty to a brand .

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Perceived quality: Customer rating of the brand.

Branding – Branding

Branding is a combination of marketing and communication methods to help differentiate a company or product from its competitors, with the aim of creating a lasting impression in the minds of customers. row. The key elements that create a full brand include brand identity, brand transmission (e.g. through logos and trademarks), brand awareness, brand loyalty and building strategies. and other brand management.

Brand positioning – Brand positioning

How to build a popular brand image today can be mentioned:

Positioning brand by feature Positioning service/product quality Positioning according to customer needs and desires Positioning by relationship.

Brand personality – Brand personality

Brands also have human-like characteristics and characteristics to make a difference. This is reflected in the staff’s service, voice, style, image, and care. The choice of personality depends on the size, nature of business activities, and the message that the business wants to convey.

Brand Personality shows the nature of business activities – Photo: Internet

Customer loyalty to the brand

Brand loyalty is the return of customers to the company. Loyal customers are customers who will always be with the company even in difficult times. Statistics show that 80% of a company’s profits come from 20% of its loyal customers. Therefore, taking care of loyal customers through direct marketing strategies. Customer care service (CRM) is always interested by companies, especially companies in the field of service provision.

According to the expert’s definition, brand loyalty is one of three indicators of brand performance. Other metrics are Trial % and Regular % . In fact, in brand management, the brand loyalty index is the highest measure that shows the results of a brand-building process and is the target to compare brand strength. Brand Loyalty % is also an index proportional to Brand Value which is the basis for comparative pricing of brand value.

Brand Architecture

Brand Architecture is one of the important concepts in brand marketing strategy methodology. Essentially, Brand Architecture can be visualized as a genealogical structure or organizational chart where the positions in the chart are brands instead of individuals. The primary purpose of brand architecture is to form a strategic structure for product and brand development in large enterprises in which there are too many product categories and target audiences. different customers. The mindset required for a brand architecture is to see it as a tree growing in the specific space around it, rather than as a rigid and unproductive mechanical architecture. So the minimum requirement for a brand architecture is to review the structure at least annually during each brand-specific marketing planning cycle.

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Brand Management

Brand management was founded by Neil McElroy (a graduate of Harvard University) in 1931 at Procter & Gamble. In a typed 3-page Memo that is still preserved, McElroy convinced the P&G leadership that it was important to focus on managing each brand object, rather than paying attention to the overall management of the company as traditional management. Neil McElroy also suggested that each product brand must have a dedicated person, focusing all efforts to build effective strategy and management for each brand. In addition, McElroy also noted the competition between brands both externally and internally, specifically the brand relationship between Camay and Ivory which are two trademarks of the same company. Neil McElroy succeeded Deupree as CEO of Procter & Gamble in 1948, and became Secretary of Defense in 1957 under President Eisenhower. Neil McElroy is also a strategist of the cold war era competing in the space industry with the Soviet Union and a NASA brand strategist.

Trade protection and litigation brand

In order for a trademark to be protected, an owner with legal status (can be a company, inventor, corporation, industry association) must register the trademark at the state copyright management agency. trademark. A trademark needs to be registered for trademark protection (Registered Trademark: “Registered Trademark” or “certified trademark”). Usually in principle, whoever registers first and, if not contested, legally owns the right to use the trademark.

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Brand association helps a brand create an important highlight with customers. Successful brand association requires the support of many factors. The information on what Brand association is recently has hopefully answered some of the questions of marketers on the way of business communication.