Organizational associations refer to building a relationship between an organization and its customers, which can help launch new product lines under the organization's brand name with customers' trust. While this strategy helped Nestle become successful, it is not necessary for brand success. Some brands like Gul Ahmed have found success without strong organizational associations by focusing on product innovation and quality instead. Organizational associations are a strategy, not a goal, and companies need to consider how they can create value for both the brand and organization.
4. All this has managed to build a relation between Nestle the organization and its customers, which has enabled Nestle to launch several product lines under its name which people buy blindly, having absolute faith in Nestle.
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6. Since PSO is a service organization with absolutely no product differentiation Organizational Association forms the only method of differentiating its brand from others.
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8. So we learn from this example that it is not necessary that a brand cannot survive and become successful without having a strong organizational association. It can build strong brand associations to individual brands, making each successful in their product category.
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10. Medicam has started building an association of a company that is involved in corporate social responsibility and has added more value to its products by building organizational associations.
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12. All this has given Mobilink a huge corporate client base as corporate people are more comfortable in using Mobilink than any other service. Also, they feel more assured that Mobilink will not disappoint them and live up to their expectations.
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14. The launch of ShahiNimco would have been very tough if they had not diffused the brand image and built up a more meaningful organizational association of good quality and corporate responsibility. As a result shahi is being portrayed as an organization rather than a product. It allows them to create a diversified portfolio.
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16. An example of how organizational association may not necessarily be that important a branding requirement is Gul Ahmed private limited. ........ We have not heard of the working environment at Gul Ahmed, the CSR activities undertaken by the company or for that matter, any associations with the organization at all. This is because Gul Ahmed is not known for being a good organization but a BRAND which delivers a highly innovative product.
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18. On the basis of their philosophy of natural beauty ,animal rights, pure ingredients and the organizational associations they have created over the years, the Body Shop has become a large brand that many people prefer over competitor brands.
19. The Take Home Message! Monday , 7th December Brand Management Organizational Association is a STRATEGY and NOT a GOAL. It has to be seen how it can or cannot create VALUE for the brand and for the Organization.
