Brand attributes and associations
The purpose of measuring brand attributes and associations is to understand the functional, physical, financial, social, and psychological aspects of your brand, as well as to determine how customers think and feel about a particular product or a class of products. Brand attributes and associations provide the fabric of brand loyalty and equity research. Loyalty and equity are largely the result of the associations and attributes of a brand.
Attributes include basic product features, as well as more advanced attribute/personal image congruence measures. For example, statements like “This laptop is reliable and trouble-free,” and “This laptop is attractive and stylish,” are statements reflecting brand and/or product attributes.
Associations are found in how customers think and feel about a product and their personal viewpoints about the product class. Some examples of associations are security and safety; trust and confidence; dependability and freedom; and power and control.
What is the relationship between brand equity research and brand positioning? The term “positioning” reflects a marketing strategy. A brand is said to be positioned effectively when its appealing characteristics have been implanted in the minds of consumers, so much so that the brand is differentiated from other offerings in the market. Those appealing and differentiating characteristics are often identified and/or developed through brand equity research. Gauging your brand equity through research can and should be used to inform effective positioning.