brand association

brand association
brand association ˈbrand associˌation noun [uncountable]
the way in which people think of a particular brand of product when they think of a particular activity because they are closely connected with each other:

• Nike has started to build the same brand association it has with basketball with other sports.

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brand association UK US noun [U]
MARKETING, COMMERCE anything such as a symbol, activity, famous person, etc. that makes a consumer think of a particular brand or product: »

Brand association with an event such as the Olympics can positively influence purchase behaviour.

Financial and business terms. 2012.

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