Brand Value · Associations · Component
The unintended
Associations nobody planned, including the ones that are inconvenient — which is the finding the module exists to produce.
The deliverable
What it is
The associations that most affect behaviour are frequently ones nobody set out to build: a price impression, a memory of a failure, an association with a former owner or a well-known customer.
They are only findable by open elicitation, and they are the ones an internal team will argue are unfair rather than record.
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 unplanned
Associations that appear and were not intended.
3 attributes: Association · Direction · Mention rate
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An unintended association that is accurate and useful can be adopted. That option is available more often than it is taken.
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 scoring
Strength, favourability and uniqueness for each association — because an association scoring well on two of the three does no work.
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