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Traditional literature shows that the more consumers connect strong, positive, and consensual associations with the brand, the stronger the brand image. A brand’s strength, defined in relation to consumer evaluation of the brand, impacts their choices and consequently influences the brand’s performance on the market. This study demonstrates that there is no such thing as a unique recipe for developing a strong brand. Different combinations of brand associations (number, favorability, uniqueness, and perceived consensus) can make a brand strong. These combinations vary between consumers and brands.