The brand image (i.e., a set of brand associations) is widely recognized as a fundamental driver of favorable consumer responses. Brand associations vary in favorability, strength, and uniqueness (Keller, 1993); however, existing branding research has yet to determine whether particular associations (brand attributes and benefits) can generate sufficient outcomes in the absence of other associations. This idea is important because, in practice, achieving balance requires aligning marketing efforts (costs) to create specific brand associations (performance) that yield effective returns. In other words, instead of focusing on numerous brand associations to build, they can focus on the productive ones.
1) Is it possible to suffice with some associations without others? (How can we know which links are the most effective?) and 2) do some associations strengthen other associations?
There are a lot of real-world examples far from the current marketing theories. Are we right?
Dear Sofiane Laradi
Yes, brand associations can reinforce each other when they are aligned and consistently communicated. For example, if a brand is associated with quality, innovation, and trust, these attributes can work together to strengthen the overall perception of the brand in consumers’ minds. The more coherent and complementary the associations are, the more they amplify each other, creating a stronger and more favorable brand image. This synergy can also enhance brand recall and loyalty, as customers are more likely to remember and trust a brand with a well-integrated set of positive associations.
However, not all associations need to be retained by a brand. In some cases, associations can be intentionally "given away" or shifted to other brands, especially within brand portfolios or partnerships. For instance, a parent company might allow a sub-brand to take ownership of a specific attribute —such as performance or affordability— while the parent brand focuses on broader values like heritage or innovation. This strategic division helps clarify brand roles and prevents confusion among consumers, while still leveraging the strengths of the overall brand ecosystem.
I hope this help.
Letting go of brand associations is difficult, and can only be partially accomplished by breaking the relationship between the brand and other attributes that have led to the negative associations
To determine which brand associations are valuable = worth building and reinforcing I find the idea of category entry points and superiority helpful.
To connect a brand with category entry points is valuable to make people think of you when they are in a need state - they can be circumstantial or states of motivations (Jenni Romaniuk, Byron Sharp ...)
But only connect yourself with the CEP is not enough. Then the brand must trigger associations that make it stand out "look superior" against all other brands that might come to mind as well. What makes a brand superior depends on the circumstance and the motivational state people are in at the CEP.
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