Thoughts and ideas than an individual holds in their memory of a particulargood or service is…

➤ How do brand associations differ from brand identity?
Brand associations are the audience’s mental links to a brand—perceptions, memories, and feelings. Brand identity is the company’s intentional set of elements—name, logo, values, messaging—designed to shape those links. Identity guides communication while associations reflect how people actually remember and interpret the brand in real-world contexts.