Association Principle in Advertising

Association Principle in Advertising

The principle of association is a type of strategy used in advertising that associates products with a positive image or cultural value. This strategy is often used even when the association has little or no connection with the real product. I think it is an effective way of establishing value for my product since it tries to convince the customers that there is a strong connection between the product, the brand, and an attitude. It also focuses on making the customers connect with my product to a desirable set of traits or values. By using the principle of association, I can associate my product with positive ideals such as love, wealth, security, beauty, and uniqueness through advertisements, commercials, and other types of visual aids (Jin, Yoon & Lee, 2019). The principle of the association will also allow me to market my product in a way that relates to what the consumers like, therefore transforming its image.

Customers may relate with a specific brand if it establishes a creative, exceptional, and constructive associations with them. An example of a contemporary brand that uses the principle of association is Coca-Cola. Coca-Cola brought out the idea of positioning its visual elements so that they induce happy memories and nostalgia. One powerful example of a campaign that employs the association using visual brand is Coca-Cola’s drawn Santa Claus. Coca-Cola’s bottles cans and packaging had cartoon Santa’s including other seasons and festive elements and like falling snow. Coca-Cola used this association to influence customers to connect with happy thoughts about holidays and winter seasons. This was effective for Coca-Cola since it attracted more consumers.

The associations can as well be reciprocal. For instance, if an individual watches a golf event with Tiger Woods, one is likely to think about a product of Nike. Likewise, if an individual sees a hat with Nike’s logo at a store, one is likely to think about Tiger Woods. This kind of correspondence is effective since it keeps brands in consumers’ minds and drives sales. It may sound simple but it is a good way of establishing validity. Most people are influenced by a brand’s association and they mostly do not feel tricked into buying a particular product but rather happy to purchase the product based on the association principle (Susanti et al., 2019). Knowing this, brands must come up with campaigns that establish powerful associations. However, they should be cautious to follow the right way of establishing associations to avoid failure.




Jin, C., Yoon, M., & Lee, J. (2019). The influence of brand color identity on brand association and loyalty. Journal of Product & Brand Management, 28,1(1). ISSN: 1061-0421

Susanti, V., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2019). How to manage customer satisfaction through brand association and perceived value strategy. J. Mgt. Mkt. Review4(3), 184-193.



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