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 marketplace. 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.

If you’d like some help to define the meaning for your brand and create your communications in order to create a consistent association with these layers of meaning in the minds of their customers, why not drop us a line?

David Ansett, Brandamentalist
If you’d like daily updates of our brand thinking, you can follow me on Twitter here.

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  1. What a great blog Dave. Very interesting indeed and what a great tool for brands to compare the messages and meaning of their brand. I’m sure there’d certainly be some surprised companies out there when looking at what their brand means to people and the market.

    • Imokon, What we associate with brands is always interesting. I love this brand tag tool as it combines the associations of hundreds of people and gives some sense of a broad picture. Your comment is making me think about the best way to present the info though.

    • I agree Derek. We know research into brand is often distorted by people saying what they think they should say or what they think they should think rather than what they actually feel. Social Media is beginning to provide real opportunities for brands to get a reality check.

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