BOOK REVIEW
Book Title: The Science of Brand Associations: Win Minds,
Win Markets
Author: Ulli Appelbaum
Publisher: Independently publishe
List Price: $ 29.90
Format: Paperback, 114 pages
Publication Date: 2025
ISBN: 979-8296541109
Reviewer: Joseph Adebanjo, PMP
Review Date: December 2025
Introduction
In The Science of Brand Associations: Win Minds, Win Markets, Ulli Appelbaum explores how brands influence perception, decision-making, and competitive advantage through the formation of mental associations. Grounded on principles from cognitive psychology, behavioral science, and market research, the book explains why certain brands consistently command trust, preference, and loyalty even in highly competitive and uncertain environments.
While the book is positioned within the branding discipline, its relevance extends well beyond branding functions into leadership and governance. For project, program, and organizational leaders, Appelbaum’s analysis provides a practical and valuable framework for understanding stakeholder perceptions, trust-building, and adoption; factors that often determine whether initiatives succeed or fail, independent of technical execution quality.
Overview of Book’s Structure
The book is structured around a clear and logical progression, beginning with a foundational scientific explanation of how brand associations are formed in the human mind. Appelbaum establishes this foundation by examining the interaction between memory, emotion, and cognition, framing brand perception as a predictable and explainable process rather than a purely creative or intuitive one.
Building on this foundation, the book explains how associations are strengthened over time through consistency, credibility, and repeated experiences. The author argues that successful brands are not built through isolated messages or short-term campaigns, but through sustained alignment between promise, behavior, and outcomes. Durable brands are the result of repeated, coherent signals rather than sporadic efforts.
The latter portions of the book focus on application, demonstrating how organizations can intentionally shape and manage associations to influence preference, trust, and long-term market position. Through practical examples, the author illustrates how these principles translate into measurable outcomes, reinforcing the link between perception management and sustained competitive performance.
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How to cite this work: Adebanjo, J. (2026). The Science of Brand Associations: Win Minds, Win Markets, book review, PM World Journal, Vol. XV, Issue I, January. Available online at https://pmworldjournal.com/wp-content/uploads/2026/01/pmwj160-Jan2026-Adebanjo-Science-of-Brand-Associations-book-review.pdf
About the Reviewer
J0seph Adebanjo
United States
Joseph Adebanjo, PMP, is a project management and ERP transformation professional with experience delivering SAP S/4HANA implementations, organizational change initiatives, and training enablement programs. He also brings doctoral-level training and education in the field of chemistry, applying rigorous analytical thinking and research-driven leadership to complex, cross-functional initiatives. He holds several SAP certifications. Joseph is also deeply committed to the professional community, actively serving as the Newsletter Director for the PMI Dallas Chapter. He can be contacted at josephadebanjo@yahoo.com
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Editor’s note: This book review was the result of a partnership between the PM World Journal and the PMI Dallas Chapter. Authors and publishers provide books to the PM World Journal Editor; books are delivered to the PMI Dallas Chapter where they are offered free to PMI members who agree to provide a review within 45 days; book reviews are published in the PM World Journal and PM World Library. Reviewers can normally claim PDU’s for PMP recertification upon publication of their book reviews
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