BRAND ASSOCIATION

For the uninitiated, brand association is the power of a brand to associate well with the relevant values, attributes and people. If you go by the association with the best in mobile technology, Nokia strikes the mind first. No wonder it finds itself among the top brands in the Brand Association list. However, the leader in this category is Airtel, a brand that has captured the imaginations of one and all. While it has the Airtel Blackberry in the offering for the uber rich, it also connects well with the middle class of India with its advertisement of the entry level phones. It is this factor that helps Airtel connect best with its customers. Even ICICI Bank has been very successful in developing an association with its customers with its Hum Hain Na campaign. Others following Airtel and Nokia in this list are ubiquitous brands like Maruti, Infosys, ICICI Bank, Tata and Coke.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Rashmi Bansal Publisher Of JAMMAG Magazine Caught Red-Handed, for details click on the following links:-

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)