Brand Architecture: Association Branding
With association branding, the new product is less strongly connected to the parent brand than is true for extension branding.
NEW THINKING
With association branding, the new product is less strongly connected to the parent brand than is true for extension branding.
A powerful example of good surprise comes from Southwest Airlines, which has thrived by offering passengers the combination of low fares and friendly service.
Profound changes in cultural sentiment are shifting the landscape for business at an accelerating rate.
A convergence of socio-cultural changes, accelerated by digital platforms have seen brands increasingly take positions on political and other issues of public concern.
At the core of every brand is a reason for being — its purpose. Purpose is the difference that a brand makes in people’s lives, the answer to a human need, and when strong enough, the catalyst for lasting relationships.