Dec 04 2015 | Target group / profile information
What are brands made of? According to a study conducted by COG Research in 2015, brand fame is composed in consumers’ minds around four different themes: emotional salience, creativity, iconicity, and being seen and talked about. All these themes are linked through brand fame.
WHAT IS BRAND FAME?
When consumers were asked how they define a famous brand, the answer was as follows: ”Famous brands are powerful, premium and iconic. They’re highly visible, people talk about them and they’re seen as being creative.”
COG Research conducted the study in two phases. In the first phase, the implicit (unconscious) reactions of test subjects (n=1000) to brands were tested in various environments. The subjects were presented with statements and asked to assess their suitability for each brand. The test indicated that consumers favour brands that they saw advertised on large-format outdoor advertising surfaces. More positive attributes were also associated with these brands than with comparison groups.
Brands visible on large, premium DOOH sites were assessed to be more creative, people talked about them more, they were more visible, premium, powerful and iconic than presented in any other media. The result was similar in all the studied product categories.
In the second phase of the study, the images associated with brands were also tested at the rational (conscious) level. Test subjects were asked to assess the suitability of each brand for different advertising media (television, DOOH, online, print) by rating them for the best and worst suitability. According to the test, premium DOOH is seen as the second most appropriate channel for famous brands to be seen on, immediately after TV, with a difference of only two percentage points. The test subjects explained the suitability of digital outdoor advertising for building brand fame with comments such as:
“Brands look great, more impressive on a premium digital poster and more eye catching”
“Known brands, on premium posters, would reveal all their glory”
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