Sapporo Black Label's "Adult Elevator": Building Brand Association

Marketing Talks · Jun 2, 2025 · 12m

This episode discusses brand association, defined as the sum of a person's memories, images, and feelings linked to a brand. It highlights how strong brand associations make a product more likely to be chosen by consumers.

It presents two types of association: context leading to brand (e.g., a situation reminds you of the brand) and brand leading to context (seeing the brand evokes usage scenarios). Using Sapporo Black Label's "Adult Elevator" commercial series as an example, the discussion analyzes how this campaign builds strong associations by connecting with various situations, offering…