Brand Free Association
June 3, 2007 by Susan Gunelius
Filed under Marketing
I thought it might be fun to write a recurring post that invites readers to join me in some brand free association, Freudian-style. Since consumer behavior is such an integral part of creating a brand’s promise and marketing strategy, let’s use some psychology to see what the first descriptive word is that comes to mind when a brand name is mentioned. Here’s how it works: 
First, I’ll provide a list of randomly selected, well-known brands and add the first descriptive word that comes to my mind for each brand. Then, I’d like you, my readers, to leave comments with the first descriptive word that comes to your mind for each of the brand names. Don’t worry about your answers being creative, mind-blowing or unique. By providing the first descriptive word you think of when you see a brand name, we’ll get a better idea of what that brand represents to consumers without any editing. There are no wrong answers! Sound fun? Let’s go!
- Coca-Cola………………….. – tasty
- Dell……………………………. – old
- Ford………………………….. – boring
- Nike………………………….. – cool
- Budweiser…………………. – strong
That’s all there is to it. It should be interesting to see what different words people think of for each brand. I’m looking forward to seeing if the words people choose are similar or drastically different from one another as well as to learning if those words match the brand promises and images the companies behind them intend.
OK, I’ll get everyone started since I like interactive things, so here’s mine! :D
Coca-Cola – Pop
Dell – Computers
Ford – Fix or Repair Daily
Nike – Shoes
Budweiser – Beer
Tammara, thanks for joining in! From a branding and marketing perspective, I find your response to Ford very interesting. I’d love to be on Ford’s creative team to exploit that in advertising!
Here’s mine:
Cocoa-Cola- soda pop
Dell- mail order computer
Ford- heavy-duty truck
Nike- tennies
Budweiser-beer
What fun!
Coca-cola-sugary
Dell-Dell Computer guy
Ford-President
Nike-running
Budweiser-drunk
Thanks for joining in Debbie and Jessica. I love seeing the results of my first brand free association post. I’ll have to do a follow up post in a week or so to discuss the results!
Here’s what I got…
1. Coca-Cola – cold
2. Dell – ?
3. Ford – old school
4. Nike – hip
5. Budweiser – weak & getto
The weirdest one was Dell; I couldn’t even think of something when I tried. It was weird. Also, I HATE Nike and most of what they stand for but still the very first thing that came to my head when I saw the word Nike was “hip”. It makes it seem like I like them. OR that I’ve been brain washed — Damn branding. Oh, now I’m thinking “gray” for Dell, but it’s been too long — Dell’s marketing must suck.
PS Super-fly and fun idea!
Jennifer, thanks for joining in the fun! Your answers are great and thanks for following up with some details about your thinking. I’m getting excited to write the follow up post to put all this together!
Susan,
Fun post — thank you!
1. Coca-Cola………………….. – classic
2. Dell……………………………. – India
3. Ford………………………….. – trucks
4. Nike………………………….. – sweat
5. Budweiser…………………. – watered-down
Drew
Thanks for playing, Drew!
coca cola- cold
dell- no retail outlet
ford- outdated
nike- bit expensive
budweiser- night drink
1. Coca-Cola………………….. – classic
2. Dell……………………………. – black
3. Ford………………………….. – traditional
4. Nike………………………….. – overrated, exploitive
5. Budweiser…………………. – nasty, blech!