Business Pitch Dictionary by pitch.dog
Brand foundations & identity · Working

Brand associations

Also called: brand meanings

ELI5

Ideas, feelings, memories or qualities linked to a brand in people's minds.

Used in conversation

“Can we circulate brand associations with the assumptions and open questions marked?”

Pitch context

You will see “Brand associations” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches brand foundations & identity.

Why it matters: It helps a reader interpret brand foundations & identity without confusing the measure, decision, role or evidence being discussed.

Sources & evidence · 5

Direct term-level sources and supporting source families.