The two primary advantages of brand connections for customers are that they connect information with a brand they know rather than sort through information on unfamiliar brands,and strong brands generate a more positive attitude toward the product.

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Two primary customer advantages result from brand associations. First, customers process, store, and retrieve product information by brand, which is a big advantage for strong brands. A second benefit is that strong brands generate a more positive attitude toward the product.

The Two Primary Advantages of Brand Connections for Customers Are