Brand Association Map Generator
Create a comprehensive map of your brand’s associations, including competitors, products, attributes, and related concepts — all in one clear visual.
Map Your Brand Associations
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Your information is completely private. We don’t save or store any data you enter in this generator. If you want to save it export as JSON or take a screenshot.
How to Use The Brand Association Map Generator
01. Enter Your Brand Name
Enter your brand name in the top field or add your logo — this appears at the center.
02. Add Associations
Add competitors, products, related concepts, and brand attributes. Each category is color-coded for easy visualization.
03. Organize
Position the associations with the highest strength or frequency closer to the center.
What is a Brand Association Map?
A brand association map is a visual representation of all the concepts, emotions, attributes, and entities that consumers connect with your brand. It’s a strategic tool that helps businesses understand their brand’s position in the market and in consumers’ minds. Position the associations that are strongest or most frequently occurring in your research closer to the center, which represents your brand.
Competitors
Competitors are other brands or companies that offer similar products or services and vie for the same target audience.
Products
Products are the tangible or intangible goods and services offered by the brand.
Related Concepts
Related concepts are ideas, trends, or themes that are associated with the brand’s industry or market.
Brand Attributes
Brand attributes are the unique qualities, values, and characteristics that define the brand’s personality and promise.
Want to learn more about brand association?
Discover how to build a strong brand association in 4 simple steps.
How to Find Your Brand Associations
Not sure which associations to include? Here are four ways to discover what really connects to your brand:
1. What Buyers Think: Brand Tracking Surveys
Want to know what comes to mind when people hear your brand’s name? Just ask them.
Surveys reveal the raw, unfiltered perceptions you might otherwise miss. Simple questions like:
- “What comes to mind when you think of our brand?”
- “What three words describe us?”
These answers reveal the associations you really own—good or bad.
👉 Our brand tracking solution measures 20+ metrics (awareness, perception, associations, reasons for purchase, and more) so you don’t have to guess.
2. What Buyers Say: Online Listening
Your customers are already talking—you just need to listen.
- Social Media: Mentions, hashtags, even emojis tell you how people see you.
- Reviews: Google, Trustpilot, Yelp… repeated patterns like “amazing support” or “slow delivery” matter.
- Press & Media: Articles and blogs can shape your image faster than your ads.
- Support Tickets: Your service team hears the truth every day—what people love, hate, and compare you to.
👉 More on this: External Conversations: What Are People Saying?
3. What You Believe: Your Assumptions
Start with your own perspective—it’s more useful than you think.
- Team Knowledge: What do you believe customers associate with you? (your positioning, benefits, values)
- Competitor Comparison: Which associations do your rivals own—and how do you stand out?
- Known Challenges: Don’t ignore the negatives. If people think you’re “too expensive,” call it out and decide if you want to change it.
👉 See examples: 9 Types of Brand Associations
The best brand association maps combine all three perspectives. Start with your assumptions, validate with online listening, and get definitive answers through proper brand tracking.
List of Brand Association Adjectives
Looking for inspiration here are some brand association adjectives you can use.
Personality & Character
- Authentic
- Reliable
- Creative
- Dynamic
- Energetic
- Friendly
- Genuine
- Humble
- Inspiring
- Playful
Quality & Performance
- Premium
- Reliable
- Durable
- High-performance
- Efficient
- Innovative
- Cutting-edge
- Superior
- Professional
- Refined
Trust & Reliability
- Dependable
- Trustworthy
- Credible
- Established
- Reputable
- Secure
- Stable
- Transparent
- Honest
- Consistent
Innovation & Technology
- Advanced
- Futuristic
- Pioneering
- Revolutionary
- Smart
- Tech-savvy
- Modern
- Progressive
- Disruptive
- Digital
Customer Experience
- Accessible
- Convenient
- User-friendly
- Responsive
- Supportive
- Personalized
- Seamless
- Intuitive
- Effortless
- Engaging
Value & Affordability
- Affordable
- Economical
- Value-driven
- Cost-effective
- Budget-friendly
- Practical
- Reasonable
- Competitive
- Fair
- Accessible
Social & Environmental
- Sustainable
- Eco-friendly
- Ethical
- Responsible
- Green
- Community-focused
- Charitable
- Conscious
- Fair-trade
- Carbon-neutral
Luxury & Exclusivity
- Exclusive
- Luxurious
- Prestigious
- Elite
- Sophisticated
- Elegant
- Refined
- Upscale
- Distinguished
- Bespoke
Emotional Connections
- Stylish
- Trendy
- Classic
- Timeless
- Vibrant
- Sleek
- Contemporary
- Artistic
- Sophisticated
- Minimalist
How to Use Your Brand Association Map
A brand association map is a practical tool that helps you understand how people see your brand. Here’s how you can use it to make your brand stronger:
Understand Your Brand’s Perception
Use the map to see what comes to mind first when people think of your brand—whether it’s specific products, qualities, or activities. This gives you a clear picture of your brand’s current image in the market.
Highlight and Amplify Your Strengths
Identify your most positive and unique brand attributes (like “Durable” or “Reliable”). Make these strengths the focus of your marketing, website content, and customer communications to reinforce what makes you special.
Identify and Analyze Your Main Competitors
Spot the brands your audience most often compares you to. Study their strengths and weaknesses so you can position your brand more effectively and find new opportunities to stand out.
Discover Related Concepts and Market Trends
Look for common activities, interests, or themes connected to your brand (such as “Camping” or “Outdoor Adventure”). Use these insights to create relevant content, launch new products, or partner with organizations that share these interests.
Take Action to Address Weak Spots
Notice any negative associations or areas where your brand is misunderstood. Plan specific actions—such as updating messaging, improving products, or addressing customer concerns—to shift perceptions in a positive direction.
Keep Your Map Up-To-Date
Revisit and update your brand association map regularly—at least once a year, or after major campaigns. This helps you track changes over time and make sure your brand stays relevant as the market evolves.
Frequently Asked Question
What's the difference between a brand association map and a perceptual map?
A brand association map shows everything people connect with your brand — like a web of ideas spreading out from your brand name. A perceptual map is simpler: it places brands on a chart with just two measures (like cheap vs. expensive and basic vs. premium). Think of association maps as exploring all connections, while perceptual maps compare specific qualities.
Should I create separate maps for different customer groups?
Yes, if your customers see your brand very differently. For example, young professionals might see your brand as “trendy” while parents see it as “practical.” Making different maps for different groups helps you speak to each audience in a way that makes sense to them.
How often should I update my brand association map?
If you’re trying to change how people see your brand or work in a fast-changing industry, update every 3 months. If your brand is well-established and things don’t change quickly, twice a year is fine. Always make a new map after big events like launching a new product or running a major campaign.
Can I use this for personal branding?
Definitely. Instead of “competitors,” add other professionals in your field. Instead of “products,” list your skills or services. Map out the qualities and ideas people associate with you professionally. This is especially helpful if you’re a freelancer, consultant, or building your professional reputation.
What Do People Associate With Your Brand?
Brand association is just one of 20+ powerful metrics in our brand tracking solution. Get real, reliable feedback on your brand and competitors—no long setup required.