A Study on Exploring Celebrity Brand Association through Brand Concept Maps

Brand is a product or service or a concept that is distinguished from other similar products. It's an effort to make a product unique with some unidentical features through which it is identified. The process of making a product a brand is continuous improvisation on quality. From the consumers angle it's a connection to a product or service by identifying it through a name, logo, slogan or design. It denotes the good reputation and image of a company. John, Loken, Kim and Monga (2006) offered a “brand concept map” (BCM), which identified important attributes associated with a brand, showing how these attributes are interconnected and conjured in consumers' minds. Applying “the Brand Concept Map” (BCM) method. Understanding brand equity involves identifying the network of strong, favorable, and unique brand associations in memory. It introduces a methodology Brand Concept Maps, for eliciting brand association networks (maps) from consumers and aggregating individual maps into a consensus map of the brand, Consensus brand maps include the core brand associations that define the celebrity brand' and show which brand associations are linked directly to the celebrity brand, which associations are linked indirectly to the brand, and which associations are grouped together. This study explore the associations that consumers tie to a specific human brand (Salman Khan), Results of the study identified strong and unique attribute and attitude associations in consumers ̀knowledge networks linked to the Salman Khan brand.