brand linkage

English

Noun

brand linkage (plural brand linkages)

1. the degree to which the consumer understands a commercial’s message is for a specific brand of product rather than the product category.

   If viewers remember a funny commercial was for tissues instead of the brand Puffs, then the ad has poor brand linkage.

See also

• advertising research
• brand image
• brand stretch
• branding
• branding moment
• copy testing
• global advertising
• integrated marketing communicatinos
• marketing
• market research
• Picture Sorts