Functional associations and attributes are the features, benefits, and performance of your brand's products or services. They can be tangible, such as quality, durability, or price, or intangible, such as convenience, reliability, or innovation. Functional associations and attributes can influence your customer's perceived value, satisfaction, and loyalty for your brand. To measure them, you can use quantitative methods, such as surveys, ratings, or tests, to ask your customers how they rate your brand's products or services on various criteria, such as functionality, usability, or value for money. You can also use qualitative methods, such as interviews, focus groups, or observations, to ask your customers how they use your brand's products or services, what problems they solve, and what benefits they provide.
To influence your brand's functional associations and attributes, you need to deliver on your brand promise and meet or exceed your customer's expectations. You also need to communicate clearly and effectively your brand's features, benefits, and differentiation from competitors. You can use facts, evidence, or testimonials to support your claims and build credibility and trust for your brand.