Aaker on Branding: 20 Principles That Drive Success by David Aaker

Author:David Aaker [Aaker, David]
Language: eng
Format: epub, mobi
Publisher: Morgan James Publishing
Published: 2014-01-31T16:00:00+00:00

Enhance Brand Likability and Credibility

Connecting a brand to a customer sweet spot raises the brand way above the noise emanating from firms shouting “my brand is better than your brand.” The positive feelings associated with the shared-interest area can lead to positive feelings about the brand—people attribute all sorts of good characteristics to liked brands with whom they share interests.

Hobart, a maker of high-end institutional kitchen equipment, became a thought leader and information source in regard to such issues as finding, training, and retaining good workers; keeping food safe; providing enticing dining experiences; eliminating costs; and reducing shrinkage. Hobart became the firm with “Good Equipment, Good Advice.” This program impacted perceptions of and attitudes toward the brand and propelled Hobart into a leadership role that lasted well over a decade, until they were bought and integrated into a larger firm.

The hypothesis that there will be an image boost from a positive, involving shared-interest program is supported by the halo effect, first studied in the 1930s by the psychologist Edward Thorndike in the context of the impact of a person’s attractiveness on perceptions of other characteristics. When applied to brands and marketing, it suggests that one brand association will influence perceptions of other associations. It helps explain the positive impact of celebrity endorsers, why successful brand extensions enhance a brand image, and why a brand’s credible involvement in a shared interest will affect the brand’s likability and image. A person will tend to regard favorably an entity that shares his or her values and interests.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.