Chapter 11. Brand management is association management

Building, developing, and maintaining a strong brand requires management of a brand’s associations. It is these associations, reinforced consistently over time, that give a brand its meaning. What does the brand “Nike” mean? Maybe athletics, determination, running, and performance? What about the brand “iPod”? Perhaps music to go, hip, and easy to use? Do these meanings come through by accident? Of course not. Brands with solid, clear meanings are carefully designed and nurtured.

Effectively managing your brand’s associations requires an understanding of the basic structure of human memory, for it is in memory (the mind) that ...

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