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(Brand Association)
Submitted in partial fulfillment of PGDM program
2018-2020
Roll No:-26/184
Group: - 3
BRAND ASSOCIATION
Brand association is a linkage which a buyer forms in one's mind with the brand. Brand
association does not mean the benefits but these are more intangible in nature. The customers
form association on the perception they have about the product/service. Brand association can
be positive or negative. Every brand wants to associate itself with something positive. E.g. A
restaurant would like associations like good taste and superior quality. Whereas a airlines
brand would want punctuality and comfort. The degree of association is also important here.
Competitors might have similar brand associations but the degree or extent of one might be
less or more than the other. Negative brand associations are something every company would
avoid.
Who doesn’t like listening to music in their car? This partnership allows Spotify users to
listen to their favorite songs while they’re in an Uber ride. When you’re waiting for your car
to arrive you can queue up a playlist so that your song starts playing as soon as your driver
begins your trip. It gives an exclusive experience for Uber riders, Spotify customers have
another a reason to pay for a premium membership, and it also gives both companies a
unique differentiation o ver competitors like Lyft, iTunes, Pandora, and YouTube.