When you think of salt in your kitchen, what’s the first brand name that comes to mind? For most Indian households, it’s Tata Salt (try thinking of 5 more brands) we’re sure not more than one or two names instantly pop up. This strong connection stems from a powerful brand association. The iconic “Desh ka Namak” campaign has made it a household name, positioning Tata Salt not just as a product but as a symbol of family well-being through consistent communication on quality and trust.
What really defines a brand association?
Brand association is all about what comes to mind when you think of a brand. It’s those emotions, images, or experiences you instantly connect with a product or brand.
These associations don’t happen by chance—they’re carefully cultivated through consistent messaging, product positioning, and meaningful relationship-building engagements. Building a strong brand association takes time; it’s not an instant feature that can simply be communicated in one go. Instead, it results from repeated, consistent efforts, reinforcing the brand’s message until it becomes deeply embedded in the consumer’s mind.
This process of association is a culmination of everything from marketing campaigns to customer experiences, all working together to shape how the brand is perceived and remembered.
A catchy jingle, a memorable logo, or even a specific colour can create a lasting impression. Essentially, brand association helps you remember and trust a brand, It’s how brands stay top-of-mind and build long-term connections.
For example, when you think of “a break,” KitKat might pop into your head with its iconic “Have a Break, Have a KitKat” campaign.
Did you know?
Through its iconic advertising campaigns, Coca-Cola played a significant role in shaping the modern image of Santa Claus—a cheerful, plump figure in a red suit. While the brand didn’t create Santa, its holiday promotions strengthened the connection between Coke and Christmas, helping establish the jolly, red-suited Santa we recognise today. Over time, his red attire, white beard, and warm demeanour have become the universally accepted depiction of Santa Claus.
Let's explore different aspects that can build associations:
1. Visual association
Based on the image, which brand is instantly recognisable? Most of us will be able to recognise Pringles! While most chips look alike, Pringles, with its unique shape of chips and an iconic cylindrical packaging design has been able to stand out and create a strong visual association with the brand.
2. Product performance
When durability is non-negotiable, Fevicol instantly comes to mind. Its iconic ads use humour and clever storytelling to highlight its features, making it stand out from others and reinforcing its promise of unbreakable strength.
3. Celebrity associations
L'Oréal Paris has effectively leveraged Aishwarya Rai as a global brand ambassador for over two decades, using her presence to reinforce the brand’s luxury, elegance and inclusivity. Her persona perfectly aligns with the tagline “Because You’re Worth It”, making her an ideal choice for the brand that positions itself as aspirational yet accessible. Currently, Alia Bhatt has taken over as the face of the brand, keeping up with a younger audience.
4. Tagline or Positioning anchors
A tagline can become synonymous with a brand’s identity, instantly evoking its values or message. For example, Red Bull’s “Gives You Wings" gives the idea of an ‘adrenaline rush in a can’. It helps the audience associate the brand with ‘pushing your limits’ and ‘living life to the fullest’ through clever copywriting.
Surf Excel’s “Daag Achhe Hain” is more than just a tagline—it's a philosophy that makes Surf Excel a household favourite. It’s associated with celebrating life’s messy moments, which is unusually delightful coming from a detergent brand, making it even more memorable for the audience.
5. Experience-based relationships association
Starbucks & The Café Experience
Starbucks has built more than just a coffee brand—From the personalised cup with your name to the cosy ambience and friendly baristas, every detail is designed to create a sense of comfort and familiarity. Whether it’s a morning coffee run or an afternoon work session, Starbucks has made itself an integral part of people’s daily routines.
6. Leadership/ Founder-based association
Think of Ratan Tata and the Tata Group. His leadership, ethics, and commitment to social causes have significantly influenced how people view the brand. From Tata Motors to Tata Steel, and even ventures like Tata Consultancy Services (TCS) and Tata Tea, each carries the hallmark of trust associated with Ratan Tata’s legacy.
This deep connection between the founder and the brand creates a powerful association where consumers feel they can rely on the company’s values, much like they trust the individual behind it.
Final thoughts: Crafting unforgettable brand associations
Creating strong brand associations is key to standing out in today's highly competitive market. Whether through distinctive visuals, consistent performance, or captivating stories, the goal is to build a connection that resonates with your audience on an emotional level.
By carefully cultivating positive associations, your brand can become more than just a choice; it can become a cherished favourite.
With our deep understanding of branding and market dynamics, we help brands to foster a strong association with their audience.
