THEORETICAL UNDERPINNING 2
THE ASSOCIATIVE NETWORK MODEL
What is the Associative Network Memory Model?
The Associative Network Memory Model views memory as a series of inputs, and links that
connect these different inputs. Some inputs are remembered more strongly than others.
Why is this important to brand strategists?
This model is connected to the Framing Effect, in a marketing context. Remember, we drew
the conclusion that we need to present information the right way. Now, we need to
understand the best inputs to give our target audience so that they retain and remember
favourable brand associations.
This is the model you, the brand strategist, should consult to build a brand that retains a
strong place in your audience’s memory.
Here are some of the ways you can use this theory:
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Crafting favourable “triggers” that make your audience think of your brand
Choosing brand colours, sound effects, logos, etc.
Writing the core message to be communicated in your marketing and advertising
campaigns
References:
- Association for Consumer Research