PROJECT REPORT ON

(Brand Association)
Submitted in partial fulfillment of PGDM program
2018-2020

Submitted to: Submitted By:

Prof. Preeti Suryawanshi Rohit kumar singh

Roll No:-26/184

Group: - 3
BRAND ASSOCIATION
Brand association is a linkage which a buyer forms in one's mind with the brand. Brand
association does not mean the benefits but these are more intangible in nature. The customers
form association on the perception they have about the product/service. Brand association can
be positive or negative. Every brand wants to associate itself with something positive. E.g. A
restaurant would like associations like good taste and superior quality. Whereas a airlines
brand would want punctuality and comfort. The degree of association is also important here.
Competitors might have similar brand associations but the degree or extent of one might be
less or more than the other. Negative brand associations are something every company would
avoid.

SECONDARY BRAND ASSOCIATION

There are various ways to create brand equity. Brand elements offer many alternatives style,
logo unique selling proposition etc. Then there are marketing strategies aimed at product,
price and distribution network. Here focus is on product and its attributes, correct and
convincing price structure, and finally choice of product reaches consumer. Marketing
communication is also strategic with respect to build brand equity with choice of medium
(TV, radio, etc) and sales/consumer promotion. But what would be course of brand building
for brand extension? Here brand has to draw some brand elements and brand knowledge from
already developed brand, which has already created impression in consumer’s mind, thereby
leveraging secondary brand association to create brand equity.

THE DEFINITION OF CO BRANDING

Co branding is the utilization of two or more brands to name a new product. The ingredient
brands help each other to achieve their aims. The overall synchronization between the brand
pair and the new product has to be kept in mind.
Co branding is a marketing partnership between at least two different brands which are
independent providers of goods or services. This co branding effort can result in various
types of promotions such as sponsorships or advertisements. The association will benefit both
the brands more when they come together, rather than when they are promoted individually.
The whole point of co-branding is creating an agreement that will make both parties more
successful than they could have been on their own by finding a partner that complements
them well. There are plenty of examples of great co-branding and below you’ll find
Examples from major brands that can help you in your own business.
Uber and Spotify

Who doesn’t like listening to music in their car? This partnership allows Spotify users to
listen to their favorite songs while they’re in an Uber ride. When you’re waiting for your car
to arrive you can queue up a playlist so that your song starts playing as soon as your driver
begins your trip. It gives an exclusive experience for Uber riders, Spotify customers have
another a reason to pay for a premium membership, and it also gives both companies a
unique differentiation o ver competitors like Lyft, iTunes, Pandora, and YouTube.