This week we discussed associative networks as a model of memory. One benefit of this model for marketers is that it helps provide clear insight into why we have such enduring associations with specific brands. For instance, we associate Apple with creativity, and this association is so strong that simply being exposed to the Apple logo leads us to act in creative ways. However, these type of effects are brand-dependent: if we replace Apple with RedBull, we will no longer act more creatively because we do not associate RedBull with creativity. For this exercise, I want you to think about the associations you have with brands. Complete the following steps: 1. Choose a brand with which you are highly familiar 2. List four attributes that you associate with the brand 3. Ask a friend to do the same (i.e., have them think about the brand and say the first four attributes that come to mind regarding the brand). 4. Compare your list to your friends. Note any similarities or differences and share your thoughts and reactions on evaluating the two lists sideby-side