In the world of marketing, the psychology of branding is a fascinating and crucial element that shapes the relationship between consumers and brands. This link between identity and emotion plays a central role in shaping the perceptions and preferences that people develop towards certain brands.
Analyzing the psychology of branding is central to my master’s thesis. The visual identity of a brand, represented by elements such as logo, colors and fonts, is not only an aesthetic feature, but also an expression of the psychological bond between brand and consumer. This bond not only influences the perception of the brand, but can also influence the behavior of consumers and their purchasing decisions.
The Psychology of Branding by Douglas Evan looks at the psychological factors that influence brand choice and examines how our encounters with brands influence our decisions and loyalties. It explores the neural processes associated with brand engagement and offers insights into how the psychology of branding works. The book emphasizes that branding goes beyond products and encompasses everything that evokes personal associations. This has led to branding being widely used in social and health initiatives and becoming a powerful strategy for behavior change. (Vgl. Evans)
During my research, I came across the „Brand Equity Model“ by Kevin Lane Keller. This model offers a comprehensive approach to evaluating the strength of a brand, taking into account different dimensions of the connection between a brand and its consumers.
Image source: https://www.papirfly.com/blog/retail-marketing/customer-brand-equity-and-understanding-kellers-brand-equity-model/
The model consists of four components.
- Salience: At the base of the brand equity pyramid, salience signifies the awareness of your brand’s existence, forming the crucial foundation for building customer brand equity.
- Performance and Imagery: The second level encompasses performance, detailing product features, and imagery, addressing how the brand fulfills social and psychological needs.
- Judgments and Feelings: Moving up, the third level focuses on judgments, reflecting opinions about the brand, and feelings, encapsulating emotional responses toward the brand.
- Resonance: At the pinnacle, resonance represents the ultimate stage where customers evolve into advocates, actively promoting and endorsing the brand to others. (Vgl. Papirfly)
Works Cited:
Evans, Douglas. Psychology of Branding. Hauppauge New York, Nova Publishers, 2013.
Papirfly. “Customer Brand Equity and Understanding Keller’s Brand Equity Model – Papirfly Blog.” Www.papirfly.com, 24 Oct. 2019, www.papirfly.com/blog/retail-marketing/customer-brand-equity-and-understanding-kellers-brand-equity-model/. Accessed 2 Jan. 2024.