Learn how to use five brand association tests to measure and evaluate how customers perceive your brand image and equity.

Les tests d'association de marque sont des outils essentiels pour évaluer la perception des clients envers une marque. Parmi les méthodes couramment utilisées, on trouve l'association libre, l'association guidée, l'échelle d'association, l'image de marque par attributs, la cartographie des associations de marque, les tests d'évocation, la réaction aux stimuli visuels, et l'analyse de sentiment sur les médias sociaux. Ces tests permettent de mesurer la force des liens mentaux entre la marque et des caractéristiques spécifiques, offrant ainsi une compréhension approfondie de la perception de la marque par les clients.

What are the best brand association tests for evaluating customer perception?

Brand associations are the mental links that customers make between a brand and its attributes, benefits, values, personality, and emotions. They are crucial for building a strong and distinctive brand identity, loyalty, and equity. But how can you measure and evaluate how your customers perceive your brand associations? In this article, we will explore some of the best brand association tests that you can use to gain insights into your brand performance and positioning.

1 Free association test

This is a simple and quick test that asks customers to write down the first word or phrase that comes to their mind when they see or hear your brand name. The responses can reveal the most salient and spontaneous associations that your brand evokes, as well as the positive or negative connotations that they carry. You can analyze the frequency, uniqueness, and relevance of the associations to identify the strengths and weaknesses of your brand image.

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Balkissa Ahmadou

Directrice Marketing & Croissance à Airudi Afrique | Linkedin Top Voice I Consultante en Stratégie Marketing & Personal Branding | Communication | Ambassadrice de marque | Motivatrice | Engagée en faveur de la jeunesse
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Les tests d'association de marque sont des outils essentiels pour évaluer la perception des clients envers une marque. Parmi les méthodes couramment utilisées, on trouve l'association libre, l'association guidée, l'échelle d'association, l'image de marque par attributs, la cartographie des associations de marque, les tests d'évocation, la réaction aux stimuli visuels, et l'analyse de sentiment sur les médias sociaux. Ces tests permettent de mesurer la force des liens mentaux entre la marque et des caractéristiques spécifiques, offrant ainsi une compréhension approfondie de la perception de la marque par les clients.

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Abdul Latheef

Growth Marketing Leader | Ex-META | Driving Business Growth Through Innovative Digital Strategies | Market Research for Startup Growth | Digital Transformation Consultant | Aim to Become Top 1% of the Lot
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est brand awareness Brand testing is conducted similarly to ad testing—with the key difference of trying to find out how your audience responds to your overall brand presence rather than one campaign. What do they think about your industry? Before you start testing your brand, you need to take a step back and consider how your target demographic perceives your industry in general: What do they think and know about your industry? When your industry is mentioned, do they think about your organization? What do they think about your organization? The goal in this step is to find out what assumptions your target audience already has about your brand, without any influence from your website: Are they familiar with your organization?

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Tolulope Ayo-olubiyo

An aspiring animator with experience in UxResearch, Layout Design and illustrations.
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Social media campaigns targeted at recruiting clients for a particular emotional need or state of mind, range of clientele base, brand loyalty, mostly emotional connection to the brand.

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2 Projective technique test

This is a more creative and indirect test that asks customers to project their feelings and thoughts about your brand onto a stimulus, such as a picture, a story, a collage, or a role-play. The stimulus can be related or unrelated to your brand, but it should elicit some emotional or psychological response from the customers. The responses can reveal the deeper and hidden associations that your brand triggers, as well as the personality and values that customers attribute to your brand.

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Meet Shah

Brand Identity Strategist | On-demand Brand consulting | 1:1 Brand Consulting | Graphic Designer | IIM alumni
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This is very helpful to build a community. It helps to create a unique bond with brand. Companies like Pepsi, Coca-Cola , McDonald and other are run such campaigns where their Target audience share their feelings. They feel more connected to the brand. Also some brands do volunteer work which also create a positive image between their audiance.

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3 Brand concept map test

This is a more structured and visual test that asks customers to create a map of the associations that they have with your brand, using nodes and links. The nodes represent the concepts or attributes that customers associate with your brand, and the links represent the connections or relationships between them. The map can show the hierarchy, complexity, and diversity of the associations, as well as the gaps or overlaps with the desired or intended associations.

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4 Brand personality test

This is a more specific and descriptive test that asks customers to rate your brand on a set of personality traits, such as sincerity, excitement, competence, sophistication, and ruggedness. The traits are usually based on a standard scale, such as the Aaker's brand personality scale, that measures the dimensions of brand personality across different categories and cultures. The ratings can show how customers perceive your brand as a human-like entity, and how it differs from your competitors.

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5 Brand emotion test

This is a more expressive and experiential test that asks customers to report the emotions that they feel when they interact with your brand, such as joy, anger, sadness, fear, surprise, or disgust. The emotions can be measured by using self-report scales, such as the Plutchik's wheel of emotions, or by using physiological indicators, such as facial expressions, heart rate, or skin conductance. The emotions can show how customers relate to your brand on an affective level, and how it influences their behavior and loyalty.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Meet Shah

Brand Identity Strategist | On-demand Brand consulting | 1:1 Brand Consulting | Graphic Designer | IIM alumni
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NPS ( Net Promoter Score) mostly use to evaluate customer loyalty and brand Perception. Here we ask questions to customer by rating 0-10. Based on that high NPS shows positive perception towards your brand. Also using some analytics skills can help to understand about Customer perception toward brand like survey ,online reviews , social media monitoring , website analytics. Here few areas to improve brand perception: Defining brand , Customer centric, Be consistent, Tell your brand story Build relationships Be authentic

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What are the best brand association tests for evaluating customer perception?

1

2

3

4

5

6

1 Free association test

2 Projective technique test

3 Brand concept map test

4 Brand personality test

5 Brand emotion test

6 Here’s what else to consider

Branding

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What are the best brand association tests for evaluating customer perception?

1

2

3

4

5

6

1 Free association test

2 Projective technique test

3 Brand concept map test

4 Brand personality test

5 Brand emotion test

6 Here’s what else to consider

Branding

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