It’s something we often fail to notice.
As Elaine mentioned in one of our lectures: every day, we are continuously bombarded with wave after wave of brand-named items. What we fail to realize, however, is that every single time we stumble upon a brand, our mind immediately makes a connection. This instant connection is what emphasizes the significance of brand association and its implications on consumer-purchasing habits.
Brand association is something that is often underestimated and overlooked by consumers and suppliers alike. Subconscious or not, our thoughts and opinions towards a brand occur almost simultaneously with our catching sight of it. These judgements allow us to associate attributes and peculiarities with a known entity: a Jaguar, for example, may carry traits such as luxurious and sleek while Dairy Queen may be remembered for their delectable ice cream treats. In my opinion, these connections are of an immense importance to a company. They will decide whether a man who, upon seeing two cars he’s never driven, favours one above the other. Companies need to weigh much more importance on the fact that when their brand becomes public, it will stamp an image on a consumer’s mind, leaving an imprint that will sway their decisions.
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References:
http://www.answers.com/topic/brand-association
http://www.managementstudyguide.com/brand-association.htm
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