Brand associations, like Pavlovian associations, are very primitive, subconscious and emotional. The most important thing advertising needs to do (besides simpl

Brand associations, like Pavlovian associations, are very primitive, subconscious and emotional. The most important thing advertising needs to do (besides simply identify the brand) is to link the brand with positive, uplifting feelings. Coke and McDonalds are probably the best at doing this. Even if you are the most fervent death penalty supporter, this branded hood will not make you crave more Westinghouse products.