BRand Associations:
Brand associations are defined as “anything
linked in memory to a brand” (Aaker, 1991,
p. 109), such as product attributes (Yoo et al.,
2000), brand name (Zinkhan&Prenshaw, 1994),
and relative price (Aaker, 1996). Keller (1993)
discussed this construct under brand image and
classifies these associations into three major categories:
attributes, benefits, and attitudes. According
toKeller (1993), “customer-based brand
equity occurs when the consumer is aware of
the brand and holds some favorable, strong, and
unique brand associations in memory” (p. 17).
In the customer-based brand equity model of
Netemeyer et al. (2004), brand uniqueness is
taken as a “primary” brand equity dimension,
whereas brand awareness, familiarity, popularity,
organizational associations, and brand image
consistency are taken as “related” brand equity
dimensions.

WHAT IS RESEARCH?

Research is the investigation of a particular topic using a variety of reliable, scholarly resources. The three major goals of research are establishing facts, analyzing information, and reaching new conclusions. The three main acts of doing research are searching for, reviewing, and evaluating information.

Product & Brand

Product refers to goods/ services offered by an organization to satisfy the need, want, and demand of a certain individual or market whereas branding refers to set of activities an organization carries out in order to create either a image of the company or product or both in the mind of prospective users/ buyers. safely I can add that Product is a real entity whereas brand is merely a perception. 

It will be interesting to note here that in order to attain market leadership position and counter competition, worldwide companies develop their core products into brands. It helps them present and maintain their company’s name in the marketplace through the product/service itself. They utilize the brand to present their company’s symbol, color, goal (brand taglines), and some interesting and persuasive features of the company to all the consumers. The development of core products into brands is an innovative way to leave a lasting impact on memory of consumers on what the product/service is and who manufactures or makes it. This is a simple way to established awareness on the specified target market of the product/service or company.