Brand Association

A term in marketing that is created through longevity and constant exposure which results in an imprint like effect. Something that is very similar to Classical Conditioning/Association Learning in Psychology. You may have heard of Ivan Pavlov, a Physiologist who was famous for creating Association learning and for “Pavlov’s dogs”. Which was created by accident, Pavlov was conducting a digestive system experiment through his dogs, where he would measure their salivation on the sight food. But he accidentally discovered the dogs would salivate at the mere sight of the assistants who served them. After he wanted to test if this would still happen with a neutral stimulus. So every time he served the dogs he would ring a bell, once he took the food away and rang the bell and the dogs still salivated...Classical Conditioning was born. This here conditioned state/associated learning is created in marketing through logos, catch phrases, and/or jingles.

Right here is a photo I took of a shipping company while riding the ferry. A good quality photo, matched with multiple colors and good composite, and overload of their logo. Could make for a good simple Instagram post or a narrated commercial.

A logo that created brand association from its inception matched with a catch phrase and a jingle, there is no escaping McDonald’s visually or audibly. From seeing the Golden Arches on the street, from hearing Ba Da Ba Ba Ba and “I’m Lovin it” you know who it is.

Here is a super effective example of Doritos using brand association by simply doing the opposite of what creates brand association by taking off their logo. And knowing that you’ll know what th marketing simply off the color of the bag and your conditioning.

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Doritos Simply Cheesy Marketing.