Creating Brand Associations

1. According to Keller (185), creating brand associations begins with choosing a brand name that suggests the product or service category. Choosing a simple, easy to pronounce, familiar, and meaningful brand name can improve recall ability. However, brand names should be distinctive, different and sufficiently unusual to attract interest. Brand names must have the ability to reinforce an important attribute or benefit association that makes up its product positioning.

A descriptive brand name -- whether real or created expressly for a specific brand -- should make it easier to link the reinforced attribute or benefit.

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Category: Business - C