We all need good associations

After Godrej and Samsung, food and beverages major Pepsico India is rethinking its association with Indian Premier League after allegation of wrongdoings, money laundering and corruption were labled against the league. Earlier Godrej and Consumer durables major Samsung revealed that they are waiting for the outcome of the probe against IPL and will find it suitable to opt out id the league is found to be guilty. From this incident what we all can infer that brands act mostly as human beings. We always want to be associated with good things, good people and good environment, so does a brand. To build a brand image and maintain it over a period of time is very essential for any brand. So they always go for positive influential brand association, it may be brand ambassador, brand elements or brand communicator. Something that can hamper the brand's equity isn't entertained. GSK opt out from endorsing Sania Mirza after the tennis player entangled into controversies recently. IPL is still a big brand to be associated with and i am sure few more brands will join in tandem to raise it. I swear Cricket is a religion in India