Exploring a Free Association Methodology to Capture and Differentiate Abstract Media Brand Associations: A Study of Three Cable News Networks

Brand equity theory asserts that the most powerful and enduring consumer-based brand associations are those that deal with intangible or abstract characteristics of a product rather than its functional or utilitarian attributes. In addition, strong brands evoke from consumers associations that are differentiated readily from direct competitors. This study explores the feasibility of using a free association methodology to capture and differentiate systematically abstract media brand associations. Using 3 24-hr cable news networks as an exploratory case study, the findings were encouraging, prompting the recommendation that such a technique can be a useful diagnostic tool for evaluating 1 aspect of media brand equity.