Brand Association

Degree to which a particular brand is associated with the general product category in the mind of the consumer (share of mind). Often a consumer will ask for a product by the specific brand name rather than the general name-for example, a person wanting facial tissues may ask for Kleenex. When this happens, the consumer is making a brand association.

Degree to which a particular Brand is associated with the general product category. Often a consumer will ask for a product by the specific brand name rather than the general name=for example, a person wanting facial tissues may ask for Kleenex. When this happens, the consumer is making a brand association.