We reach for brands that are easily available. On the one hand, this is driven by physical availability, such as dominance in sales channels and prominent shelf positions. On the other hand, by mental availability, namely the extent to which we think of the brand in purchasing situations ( category entry points ).
And how easy the brand is to recognize ( distinctive brand assets ).
Especially this last one
Brand recognition based on brand assets – is where rebranding can easily take a big bite out of sales. So don’t just say goodbye to your most recognizable building blocks, such as a logo, slogan, colors, fonts and any other assets. There’s a good chance that they’re working hard to give your brand the front row in the customer’s mind.
The extent to which this association
Network is activated depends on the strength of 2024 Laos Telegram Users Library brand assets. Brands are literally association networks in our brains. The more assets activate your brand, the stronger the bridge between advertising and purchase situations.
How do you know what you can change?
Some of your brand assets are essential to your brand recognition
Other assets can be easily BM Leads without damaging your brand. So how do you know which category a specific brand asset falls into?
You can measure this objectively, according to the protocol
Romaniuk & Nenycz-Thiel (2014)
You show Recently Updated Bulk SMS Austria a brand asset (isolated, with the brand name removed), after which they have to indicate which brands come to mind.
This spontaneous question structure is essential (instead of aided multiple choice), because this is exactly how brand assets work: they should activate the brand, without you seeing the brand itself. Based on the responses, you can calculate how well-known (does the asset activate the desired brand) and unique (does the asset not activate competitors?) it is.
Also read: Are you starting a rebranding project?
Follow these 9 tips
Based on the scores on these Fame and Uniqueness metrics, you know exactly which practical course contributes most to your brand per asset.
Use or Lose: Essential for Brand Recognition
Investment potential: very distinctive, but not yet very well known. Use this asset more often or on more channels.
Avoid solo use: very well known, but also activates competing brands. Don’t use these assets in isolation, but combine them or make them special.
Ignore or test: not known or unique. You can modify or replace these assets to your heart’s content without damaging your brand.
