Brand Association Tool

Charles M. Berger former brand marketer for H. J. Heinz Co. and CEO of Scotts Miracle-Gro Co. defined a brand as follows:

“A real brand owns a very tiny but important piece of real estate in a consumer’s mind.”

Toward that end, has developed an online brand association tool for identifying the pieces of real estate a particular brand owns in the minds of consumers.

If Mr. Berger were still alive, I am sure he would be pleased to learn his previous employer H.J. Heinz and their primary product – Ketchup – still own the generic product category description in the vast majority of consumers’ minds (at least those who visited and tagged brands at ).


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One Response to “ Brand Association Tool”

  1. Tim Cohn Says:

    It appears they have relaunched however I won’t be using their tool any further because it now requires logging in with Facebook.

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