Brand Value · Associations · Component
The scoring
Strength, favourability and uniqueness for each association — because an association scoring well on two of the three does no work.
The deliverable
What it is
Keller’s three dimensions are separable and routinely collapsed into one. An association can be strong and generic, favourable and weak, or unique and irrelevant, and each combination calls for something different.
The combination that produces value is all three at once, and it is rare enough that most brands hold one or two.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The strength
How readily the association comes to mind.
3 attributes: Strength · Mention rate · Trend
LearnThe favourability
Whether the association is positive for the audience that holds it.
3 attributes: Favourability · For segment · Intensity
LearnThe uniqueness
Whether anyone else could claim the same association.
3 attributes: Uniqueness · Also associated · Source
Learn
A strong, favourable association shared with every competitor is a category association and changes no decisions.
The other components in associations
The association set
What actually comes to mind, elicited unprompted — because a prepared list can only measure the associations you already knew about.
LearnThe unintended
Associations nobody planned, including the ones that are inconvenient — which is the finding the module exists to produce.
Learn