Aaker (1991)

Management > Global Marketing Management > Lectures > Independent Research > Aaker > Brand loyalty > Brand awareness > Brand associations

Brand associations

Brand association can create value by differentiation, creating specific reasons to buy, creating good feelings within the customer, and having a basis for extension.

Types of brand associations include:

• Product attributes
• Intangibles
• Customer benefits
• Price
• Use
• Customer (positioning)
• Celebrity
• Lifestyles
• Product class
• Competitors
• Country

Revitalising the brand