6 Responses to “What is a Brand Association?”

  1. Praveen Kumar Avatar

    Hey Colin,

    That was a nicely put article on Branding Associate. Most of the people associate brand with a sense of emotion and bonding, and I think that’s a great win for the branding strategy they’ve gone for. Thanks for summing up the concept here!

    1. Colin Finkle Avatar

      Thanks, Praveen; I am glad it was helpful to sum up the concept. Brand associations are really the nucleus of branding everything else revolves around… so it is an important topic to understand!

  2. Ray Finkle Avatar

    Don’t worry Colin, Chick-fil-A is doing more than fine: … despite people like you trying to ab/use your platform to disingenuously smear them.
    Note: “But when Chic-Fil-A is in the news because their president opposes same-sex marriage, then the mental association with bigotry may turn people away.”
    Question for you: If I choose to not “support” a product/brand with my money, does that mean I “oppose” them? … wish then ill, or harm? … of course not.
    What you’re doing (because YOU resent their lack of support for a cause that YOU find worthy) are premeditatedly and purposely aiming to instil a very negative “mental association” about Chic-Fil-A, to your readers, in your article.

    If someone doesn’t “support” something (like same sex marriage, for example) that DOES NOT automatically make then a “bigot”, it just means they don’t agree with it — what’s wrong with that? Rhetorical question, I don’t need your answer, because I know YOUR answer. The answer is this: Liberals HATE anyone who doesn’t agree-with, and/or support … EVERYTHING they do. Not only that (see your Chick-fil-A smear above) they also want the lives and businesses of those people ruined/canceled . Myself … I don’t care what you do … who you do it with … how you label yourself … as long as you leave me alone — and stop using your platforms, to PUSH it on everyone else (especially using “mental association” ploys that the average reader can’t see right through.)
    I can barely read one article anymore, where the author doesn’t use their platform, to sneak in some of their personal ideologies or agendas; It never fails. It’s a shame, actually, because other than your unnecessary (personal) hit job on Chick-fil-A, I enjoyed the article/information.

    1. Colin Finkle Avatar

      Hi Ray. I am glad you enjoyed the article and information despite the strong reaction to the Chic-Fil-A example.
      I have no agenda regarding Chic-Fil-A, and I do not consider myself a “liberal” in the modern understanding of the world. My point was that people who are staunch supporters of gay marriage (i.e. liberals), the public stance of the CEO may be a barrier to get involved with Chic-Fil-A because of the negative association.
      Thanks for sharing your concerns. I will be careful with what examples I use in the future because they could upset people and make it hard to engage with the article.

  3. Tewodros Sahile Avatar

    Hey Colin, thank you for this insightful article. I was working on a description about a brand associated with some legendary lady where our product attribute and the lady’s character, achievements and influence are associated. Any suggestion?

    1. Colin Finkle Avatar

      Hi Tedd. I am not sure what you are asking about, but it sounds really interesting. You should be able to leverage the things associated with this character to grow your business… assuming they are complementary to the product.

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