Download - Session 3, brand psychology 2013-2014
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B®ANDING™
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Session 3Brand psychology
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Two weeks ago
• The coke test
• Brand equity
• Strategic brand management process
• Brand knowledge, awareness, image, recollection & recognition
• Brand (re)designing vs. brand building
• Brand (re)positioning
• Laddering
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a case: starbucks
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Brand psychology
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‘Wij zijn ons brein’(We are our brain)
Our brain and behavior are determined by:
-1st trauma: DNA parents
-2nd trauma: pre-birth development
-3rd trauma: birth
-4th trauma: education
-5th trauma: puberty
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‘We are our brain’Our brain determines:-Our sexual orientation-Our gender identity-The level of our aggression-Our sensitivity to depression-Our sensitivity to schizophrenia-Our tendency to obesity/anorexia-Our tendency to pedophilia-Our tendency to psychopathy-Our level of spirituality-Our sensitivity to marketing/advertising/brands?
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brand building
Building a strong brand:
creating strong, positive and unique brand associations
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brand positioning
“…finding the right location in the mind of the consumer..”
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“…branding is the blend of art and science that manages associations between a brand and memories in
the mind of the audience. It involves focusing resources on selected
tangible and intangible attributes to differentiate the brand in an
attractive, meaningful and compelling way for the targeted audience. …”
source: Brandchannel.com
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mental brand response (1)
association ownership
a brand ‘owns’ an association, if the
brand comes immediately to the mind
when the association is given as a cue
when the brand itself is given as a cue, this association is among the first
which are activated
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association ownership
the associations a brand can “own” usually fall within
one of the following groups:
1. A product or product category
2. A functional attributes (ingredient, component)
3. An experiential attribute (taste, smell, look)
4. A benefit: the positive consequence in use of an attribute
5. An occasion (situations, moments)
6. A style/design
7. An expertise (designer, production expertiser)
8. A brand-personality (brand as a person)
9. A user-image
10. An ideology
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Ideology
User image
Brandpersonality
Expertise
Style/design
Occasions(situations)
Benefits
Experientialattributes
Functionalattributes
Product category
Brandname
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brand psychology
brand psychology
scientifically studies human
behavior related to brands in a particular surrounding or
a particular context
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neuromarketing
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neuromarketing
measuring brain response
to marketing ads and brands
by additional use of biometrics including heart rate, breathing rate,
eye and skin response
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some neuromarketing tools
eye tracking: measures where a subject is looking
EEG (Electroencephaolgraph): measures brain waves to determine what parts of the brain are activated
FMRI (Functional Magnetic Resonance Imaging):measures brain activity in real time. Much moreexpensive than EEG, but gives more accurate pictures of the brain
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In het nieuws: neuromarketing
Labyrint: De gedachtenlezersBrandpunt: Kijken is kopen (vanaf minuut 27)
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neuromarketing
what is measured?
• attention / behavior
• retention (memory) / cognition
• emotion (positive vs. negative)
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neuromarketing controversy
some claim neuromarketing is a pseudo-sciencebecause there is a paucity of information sharing. Thislack of information is because:
• private vs. academic. no requirement for peer review
• neuromarketing clients rarely release data orresults to the public. concerns about negativeperceptions by consumers (mind-control,manipulation)and giving knowledge away to competitors
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“…our mind is so well equipped, it reaches us thoughts without us
knowing where they come from. Only the results get to our consciousness.
Our unconsciousness is like an unknown person that creates and
produces and eventually throws the ripe fruit in our womb…”
Wilhem Wundt
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the smart unconsciousness
• The unconscious has a much bigger capacity than the conscious
• The unconscious has a much faster reaction time than the conscious
• The unconscious has a task of preparing information for the consciousness
• The unconscious is more important than the conscious
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misbeliefs?
• The conscious makes us intelligent and smart (however, research shows that thinking very rationally doesn’t automatically lead to better decision)
• The conscious plays the leading part in our brain (however, only 1% of our behavior is consciously initiated by our brain)
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1. The cocktailparty-effect: unconsciously a human scans the surroundings, althought you’re not aware of it
2. The mere exposure-effect: the more often someone is in contact with a negative stimulus the more positive it will be judged
3. The negativity-effect: negative and threatening stimuli will always be noticed quicker
4. Conditioning: when a neutral stimulus is connected to a positive or negative stimulus, the neutral stimulus also becomes positive or negative
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Summary
…unconscious observation is 1. always present, 2. let’s us get used to new things, 3. helps us see threats very quick and 4. helps us determine what is good for us…
…what a chance for marketeers!
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“…our brains sometimes do
strange things…”
(a couple of tests)
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Subliminal messages
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implicit-association-test (IAT)
(measuring subliminal attitude)
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Leg je handen vlak op de tafel. Iemand naast je leest namen op en positieve of negatieve
begrippen.
1.Bij het horen van een Nederlandse naam en een positief begrip sla je met je rechterhand
op tafel. Bij het horen van een allochtone naam en een negatief begrip sla je met de
linkerhand op tafel. (doe dit zo snel mogelijk en neem de tijd op, start!)
2.Bij het horen van een allochtone naam en een positief begrip sla je met de rechterhand op tafel. Bij het horen van een Nederlandse naam en een negatief begrip sla je met de
linkerhand op tafel. (doe dit zo snel mogelijk en neem de tijd op, start!)
3.Wat valt je op?
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LiefdeHenk
KankerJan
IbrahimVredeVeilig
AchmedMustafaOorlogJorisDood
WillemGezondPlezier
MartelenAbdulPieter
VerdrietBlij
MohammedMaartenGelukPijnAziz
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The marshmallow-test
Film 1
Film 2
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What is most likely ?
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KMMKKKMKMMof
KKKKKMMMMM?
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Stel iemand eet elke dag 1 stuks fruit. Het liefste eet diegene een banaan. Indien men diegene zou
vragen om een week lang (7 dagen) vooruit te kiezen welk soort fruit
men die week elke dag eet, kiezen veel mensen bijvoorbeeld voor 3 bananen, 2 appels en 2 peren.
Waarom denk je?
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Stel iemand eet elke dag 1 stuks fruit. Het liefste eet diegene een
banaan. Indien men zou vragen om een week lang (7 dagen) vooruit te
kiezen welk soort fruit men die week elke dag eet, kiezen veel mensen bijvoorbeeld voor 3 bananen, 2
appels en 2 peren. Ze kiezen voor afwisseling. Indien men de
proefpersonen na een week echter vraagt wat ze van hun keuze
vonden, zeggen ze dat ze toch liever 7 bananen hadden gekozen...
Waarom denk je? Wat betekent dit?
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de plaatsnamen-test
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Groep 1: in 3 minuten zoveel mogelijk plaatsnamen beginnend met de letter A
opschrijven, na 3 minuten goed nagedacht te hebben
Groep 2: vertel dat ze zometeen zoveel mogelijk plaatsnamen met de letter A op moeten schrijven, maar leidt ze eerst kort
af met een puzzeltje
Verschil tussen groep 1 en groep 2: ongeveer evenveel plaatsnamen, maar die van groep 1 zijn veelvoorkomende, die van
groep 2 (onbewust gedacht) zijn minder voor de hand liggend.
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Wie lust er iets lekkers?
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suikerspin chocoladebol ijs
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questions? /comments
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thank you!