BRAND ASSOCIATIONS IN RELATION TO CONTENT MARKETING
BRAND ASSOCIATIONS IN RELATION TO CONTENT MARKETING

Author(s): Alexandra Raluca Jelea, Mircea Alexandru Rosu
Subject(s): Marketing / Advertising
Published by: Editura Universităţii »Alexandru Ioan Cuza« din Iaşi
Keywords: brand association; brand; content marketing;
Summary/Abstract: This paper aims to find the brand associations that are formed when being exposed to the brands Volvo and Apple. The focus is on whether the respondents have positive or negative emotions regarding these two brands. The second part of the article looks at how the two companies promote their products in the online environment and whether their messages are aligned with the public’s perceptions. The study aims to analyse the marketing strategies for both businesses, focusing on content marketing. Our study aimed to see if huge, well-known corporations like Apple and Volvo pay attention to how they are viewed by the general population. We wanted to check if their online presence is focused on reinforcing some of their brand features, as well as how they promote the changes in their particular industries. By conducting qualitative research, we observed that there are differences in people’s perceptions of brands. Some unfavourable brand connotations were discovered in our study; for example, both brands were considered as pricey, and some survey participants stated that Apple products are overvalued. Both Apple and Volvo decided not to address this, according to their content marketing analysis.

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