Brand associations are largely unconscious
Posted: Tue Dec 17, 2024 5:00 am
The more strongly two associations are connected in our brain (for example, 'Coca Cola' and 'happiness'), the faster we can process them simultaneously. This is due to the simple principle 'What fires together, wires together'. Neurons that repeatedly fire together become wired together.
Association tests such as the Implicit Association Test (IAT) and Intuitive Response Test (IRT) aim to make this processing speed measurable, so that you can quantitatively measure unconscious associations. Unravel recently used this test to map the brand image of Dutch beer brands.
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The brand image of different beer brands.
Heineken: tasty, expensive & dominant
Heineken: the green player that rules the global beer market. But what does your brain whisper when you see that recognizable bottle? Our research shows that Heineken comes out on top when it comes to taste, but there is a twist. The pleasure of Heineken comes with a mental price tag. Subconsciously, we associate this brand more strongly with the association 'Expensive' than the other two brands tested.
This brand is also most strongly associated with 'friendship', although Grolsch and Heineken score about the same in this area.
Grolsch: honest & friendly
If we look at Grolsch, we see that this brand is strongly associated with 'Honest' and 'Cosy'. In other words: it is not just a drink, it is a cosy get-together. Despite the fact that Grolsch's market share is slightly less than Heineken's, Grolsch still manages to be a worthy opponent on these associations.
Association tests such as the Implicit Association Test (IAT) and Intuitive Response Test (IRT) aim to make this processing speed measurable, so that you can quantitatively measure unconscious associations. Unravel recently used this test to map the brand image of Dutch beer brands.
Also read: Neuromarketing will australia phone number library change undeniably in 2024 [6 trends]
The brand image of different beer brands.
Heineken: tasty, expensive & dominant
Heineken: the green player that rules the global beer market. But what does your brain whisper when you see that recognizable bottle? Our research shows that Heineken comes out on top when it comes to taste, but there is a twist. The pleasure of Heineken comes with a mental price tag. Subconsciously, we associate this brand more strongly with the association 'Expensive' than the other two brands tested.
This brand is also most strongly associated with 'friendship', although Grolsch and Heineken score about the same in this area.
Grolsch: honest & friendly
If we look at Grolsch, we see that this brand is strongly associated with 'Honest' and 'Cosy'. In other words: it is not just a drink, it is a cosy get-together. Despite the fact that Grolsch's market share is slightly less than Heineken's, Grolsch still manages to be a worthy opponent on these associations.