Posts Tagged ‘brand association’

02.22.10

adidas Vs Nike – A Battle of Brand Association

All Brands Have Meaning
Whether carefully and strategically considered or by default, all brands hold associated meanings in the minds of the market place. Well considered brands establish a competitive brand proposition (their brand strategy) with layers of meaning to both differentiate themselves from their competitors and to connect with their audience. These brands reinforce their meaning through all of their actions or brand touch points and their brand design. As a brand agency we help brands to define their meaning and create their unique brand design for all their communications in order to create a consistent association with these layers of meaning in the hearts and minds of their customers.

adidas Vs Nike
Today we compare the brand associations of spots apparel icons adidas & Nike.

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02.08.10

Apple Vs Microsoft – A Battle of Brand Association

All Brands Have Meaning
Whether carefully and strategically considered or by default, all brands hold associated meanings in the market place. Well considered brands establish a competitive brand proposition (their brand strategy) with layers of meaning to both differentiate themselves from their competitors and to connect with their audience. These brand reinforce their meaning through all of their actions or brand touch points. As a brand agency we help brands to define their meaning and create the brand design for all their communications in order to create a consistent association with these layers of meaning in the minds of their customers.

Apple Vs Microsoft
Today we compare the brand associations of consumer technology icons Apple & Microsoft.

Read the rest of this entry »

02.01.10

Audi Vs BMW – a Battle of Brand Association

All Brands Have Meaning
Whether carefully and strategically considered or by default, all brands hold associated meanings in the market place. Well considered brands establish a competitive brand proposition (their brand strategy) with layers of meaning to both differentiate themselves from their competitors and to connect with their audience. These brand reinforce their meaning through all of their actions or brand touch points. As a brand agency we help brands to define their meaning and create the brand design for all their communications in order to create a consistent association with these layers of meaning in the minds of their customers.

A Snapshot of Brand Association
The clever people at Brand Tags have been busy collecting a comprehensive  list of more than 1.7 million associations that people have with brands. The result is a unique opportunity for those brands to compare the meaning and messages of their brand communication strategy with the brand associations of a cross section of the market.

Audi Vs BMW
Today we compare the brand associations of German Luxury, Automotive brands Audi & BMW.

Read the rest of this entry »

01.22.10

Abercrombie & Fitch – a Brand Association Snapshot

All Brands Have Meaning
Whether carefully and strategically considered or by default, all brands hold associated meanings in the market place. Well considered brands establish a competitive brand proposition (their brand strategy) with layers of meaning to both differentiate themselves from their competitors and to connect with their audience. These brand reinforce their meaning through all of their actions or brand touch points. As a brand agency we help brands to define their meaning and create the brand design for all their communications in order to create a consistent association with these layers of meaning in the minds of their customers.

A Snapshot of Brand Association
The clever people at Brand Tags have been busy collecting the associations that people have with brands. The result is a unique opportunity for those brands to compare the meaning and messages of their brand communication strategy with the brand associations of a cross section of the market.

Today’s snapshot is of fashion brand Abercrombie & Fitch
As we might expect, the greatest level of association is with their brand-mark – the A&F Moose – but from there it gets pretty interesting.

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08.23.09

When Brand Association Goes Wrong

During the recent unrest in Iran, the Adidas brand got caught-up in the violence when this image was published all-around the globeWhen brands appear in mainstream media associated with an individual or an event, it can take the brand into new territory they’d never anticipated.
I’ve never agreed with the old adage; ‘there’s no such thing as bad publicity.’ All brand expressions have the potential to enhance or detract from a brand’s reputation. The higher the profile of the brand expression, the more powerful its ability to have a positive or negative impact.

When the mainstream media captures events, Crime matriarch; Judy Moran sports Dolce & Gabbana shades in the National press as she's arrested for being an accessory to the murder of her brother-in-law Desmond Tuppence Moransometimes brands are unintentionally caught-up at the same time by association with the people involved in those events. Brand owners themselves have no control over either the situation or the association it creates with their valuable brands.

During the recent unrest in Iran, the Adidas brand got caught-up in the violence when this image was published all-around the globe. And recently, Melbourne crime matriarch; Judy Moran sported Dolce & Gabbana shades on the front pages of the national press as she was arrested for being an accessory to the murder of her brother-in-law Desmond Tuppence Moran

When brands become ‘iconic’, they begin to pervade our lives to such an extent that it’ only a matter of time until they appear in the mass-media in an association that’s not to their making. Whilst they are powerless to influence this manner of brand association, the way brand owners choose to manage negative associations is entirely within their control .

If you’d like to discuss how to manage positive brand associations for your business, drop us a line.

Dave.