Brand Associations can be
- Qualitative, e.g. it feels good after having a Pepsi.
- Quantitative, e.g. a little Axion is enough to clean a large number of utensils.
- Absolute, e.g. Wheel removes stains on clothes.
- Relative, e.g. Nirma does not provide whiteness like Rin does
- Negative, e.g. Nirma powder fades colored clothes.
- Positive, e.g. Frooti has a good taste.
- Generic, e.g. any drink in a TetraPak is a Frooti, any bottled water is Bisleri, and any chocolate is a Cadbury.
Brand associations get created or expressed as per the consumers. It is difficult to ask them to express in any particular manner. However, the contents can be controlled to an extent by marketers. And in this context advertising has a major role to play. BA, quite often, is the brand’s advertising managers try. So, a marketer who fails to keep the memories fresh takes an enormous risk.