2.1.1 Brand Awareness Brand awareness is a key and essential element of brand equity which is often overlooked (Aaker, 1996), and it is a prevalent selecting factor among customers (Cobb-Walgren et al., 1995). Identifying Brand Association Networks Understanding brand equity involves identifying the net-work of strong, favorable, and unique brand associations in consumer memory (Keller 1993). Moreover, brand association would provide consumers with a purchasing reason, because most brand associations are related to brand attributes, the target consumer market, and the benefits that consumers need, so that they form the foundation of brand loyalty and … Consumers might associ-ate a brand with a particular attribute or feature, usage sit-uation, product spokesperson, or logo. We work for sustainable growth through trusted brands. Title: Study of Brand Awareness and Brand Image of Starbucks Problem: To investigate to what extent the Swedish youths have brand awareness about the brand of Starbucks and what kind of brand perception of Starbucks as reflected by the brand association held in target customers’ memories (brand … This study assessed the effect of brand awareness, brand association and perceived quality on brand loyalty and repurchase About AIM. According to Keller, brand association is classified into three major categories benefits, attributes, and attitudes. These associations AIM is the European Brands Association representing brand manufacturers in Europe on key issues which affect their ability to design, distribute and market their brands. The importance of brand awareness in the mind of the brand. It is also imperative to note that, despite the theoretical Brand association is anything relate to the preference of a brand (Aaker, 1991, Keller, 1993). This study assessed the influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention among male consumers of cosmetic brands in South Africa. Due to the intense competition in market place, customers nowadays are exposed to several brands from across the globe. Creating a strong brand image in the consumer’s mind depends on create an optimistic brand assessment, reachable brand approach, and a reliable brand representation (Farquhar, 1989). “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association). In order for a brand to be strong, the brand identity and the brand image need to be congruent. Since brand develops over time, the researchers believe Brand associations are firstly discussed by Anderson. This study investigates brand awareness, brand identity and brand image in the biggest newly established pharmaceutical retailing company, Apotek Hjärtat. Brand Image: “Brand image is defined as a set of perceptions about a brand as reflected by the brand associations held in consumers' memory.” (Keller, 1993, p. 3) Brand awareness creates a great association in memory about a particular brand (Stokes, 1985).