Why do we love brands so much? By choosing any product, we immediately imagine the whole chain of different associations, however they may not work correctly. How can companies properly build such associations with their brands? Or break the negative association if it suddenly appears, for example, that Corona beer causes coronavirus? Professor of New Economic School Daria Dzyabura shared her research and gave advice on how to build associations with brands, and PR-director of Yandex.Zen Yevgenia Ponomarenko talked about her experience in building a brand.