Italian to English Marketing Advertising / Public Relations brand image

From a marketing strategy document. It's talking about the product image, and its various weak points. This is just one of the items in a list of issues, so there's no real surrounding context, I'm afraid.
I think that what is meant is that the brand name is so well known that the name itself no longer has any emotional impact. For example (and of course this is not the brand I'm dealing with), Sunsilk is so well known as a shampoo brand name that consumers no longer associate it with the concepts of sun and silk; it is simply the name of a shampoo. Anyway, so much for the concept. Is there any marketing-speak for this, or is it simply 'anchoring'?

context:
Il forte ancoraggio con il prodotto lo rende poco emozionale (debole bonding emozionale)

Thanks for any help