Brand Association
Measure the subconscious connections consumers have with your brand and competitors.
Identify whether your audience associates your brand with the concepts, emotions, and values you aim to convey.
Discover your audience's mental connection to your brand
Brand Association reveals how consumers think and feel about you—from memories and emotions to characteristics and values. Understanding these associations helps align your communication and stand out from competitors.
What is it for?
- Does my brand generate the recall needed to boost sales?
- How can I differentiate from my competition?
- How present is my brand in consumers' minds?
- What emotions are linked to my brand?
- What functional traits do consumers associate with it?
- What position do I hold in consumers' minds?
- What strengths can I boost and what weaknesses should I correct?
Benefits
Boost sales and preference:
Positive associations silently influence purchase decisions.
Improve recall and recognition:
Make your brand top-of-mind when a need arises.
Build brand memory:
Create immediate mental connections that enhance memorability.
Create emotional bonds:
Connect with feelings like trust, safety, or happiness.
Spot differentiation opportunities:
Identify unique spaces your competition isn’t occupying.
Recognize hidden strengths:
Measure your brand’s implicit profile and capitalize on it.
Innovative methods:
Use tools like SIAT/MIAT for precise implicit measurement.
How we do it at Lemon Ice
Key Attribute Definition:
We assess functional, emotional, and experiential brand traits.
Competitive Comparison:
We analyze your brand versus competitors to find unique positioning.
Implicit & Explicit Measurement:
We quantify the strength and emotional tone of associations.
FAQs
What’s the difference between Brand Health and Brand Association?
Brand Health looks at overall brand status (strength, preference, competitive standing), while Brand Association focuses on mental and emotional links driving recall and preference.
What if my brand has negative associations?
It’s not the end: identifying them is the first step to correcting them. You can adjust your communication and rebuild positive associations.
Is it for emotional or functional categories only?
Both. We measure rational (attributes, quality, functionality) and emotional (trust, closeness, inspiration) associations depending on your category.
How long does a Brand Association study take?
At Lemon Ice, we deliver results in days, not weeks, using implicit measurement and advanced technology for faster analysis.
What can I do with the results?
Align brand messaging with perception, create campaigns reinforcing emotional bonds, highlight unique attributes, and fix negative associations before they affect sales.
Can I measure associations without active campaigns?
Yes. Associations form through consumption experience, in-store presence, past communication, and general market perception. Measurement shows your brand's relevance even without current advertising.
Can I evaluate campaign-specific or new product associations?
Definitely. We can test values, concepts, or attributes from recent campaigns or launches to see if they resonate and align with your brand.
