B.D. Till, D.W. Baack and B. Waterman, (2011).  Journal of Product and Brand Management, 20(2), 92-100.


Brand associations, one of the fundamental cornerstones of brand value, differentiate and create meaning for brands. A new methodology gives brand managers strategic, consumer-driven insight into brand associations and competitive uniqueness vis-à-vis key competitors. The authors used a model of integrated free association protocols, response latency, and more conventional scale items to uncover market associations and show the strength, uniqueness, relevance and favorability of these associations. These strategic brand association maps serve as an excellent diagnostic as to the overall health of a brand and can provide actionable insight for better understanding strategic reasons why a particular brand may be under-performing against expectations.