1. Brand Association are driven by brand
identity-what the organization wants the
brand to stand for in the consumers mind. A
key to brand building then is to develop and
implement brand identity

2. Here are some examples
 Luxurious Car = success, wealth, only the best
 Credit Card = buy at a “snap” of your finger, easy
and fast purchase
 Sportswear = strong athletic body, no pain no
gain, enhance your moves
 Bed = puffy cloud, great and wonderful dreams
 5 Star Hotel = Paradise fit for kings and queens

3. One key to successful brand building is to
develop a brand identity to know what the
brand stands for and to effectively express that
identity.
Hyundai Santro has clearly positioned itself as
the “sunshine” car and endorsed Preity Zinta
known for her bubbly personality to match
their positioning statement.

4.  Savvy Consumers.
 Clutters.
 Competitors.
 Differential positioning.
 In-house brands.
 Greater Accountability.