Brand Management: Research, theory and practice

(2) what actions a firm can take to capitalize on the potential offered by these

knowledge structures.

(Keller 1993, p. 14)

96 Seven brand approaches

Box 6.3 How to structure brand associations

The association map below depicts associations spreading from the node

‘7-Up’. The map is based on a limited number of interviews of Dutch

consumers and the brand name is the only stimulus (Franzen and Bouwman

2001). The stronger associations are emphasized, but whether the associations

7-Up

Pure

Clean

Clear

Transparent

No

colourings

Children

Thirst

quencher

Carbonated

Sparkling

Different

Fresh

Cool

Sticky

Sweet

Adult

Lemon

Bittersweet

Healthy

Neutral

colour

Neutral

taste

From old

times

Mix drink

Alternative

for Coca-Cola,

etc. and

coloured

soft drinks

Figure 6.8Associations spreading from the node ‘Seven up’; from G. Franzen and

M. Bouwman, The Mental World of Brands(2001), figure 10.2, p. 179, reprinted

by permission of World Advertising Research Centre, Henley-on-Thames

(www.warc.com)