11 October 2017 Christian Caldato

How to change the concepts associated with a brand?

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The ” Shopper Brain Conference ” is one of the most important events in the world in the field of neuromarketing, organized by Neuromarketing Science & Business Association (NMSBA): in its European edition, it took place in Amsterdam on 5 and 6 October.

On this occasion, TSW presented a scientific method that aims to understand how and how much a series of concepts associated with a brand, come modified by viewing a TV commercial.

Is it possible that the brand image really changes after watching a TV commercial? If so, how can it happen and how can it be explained? The method developed by the research team of TSW Experience he is able to investigate these aspects, understanding how the change in perceptions associated with a brand occurs.

But not only: this methodology also allows us to understand the strength of the associations that the TV commercial spot generates towards the brand. Thanks to the measurement of latency in response, in fact, we are able to understand how intense is the association of a brand with a particular attribute, by comparing the answers of the test participants before and after watching the TV spot.

To explain it in a simple way: the faster the association unintentionally declared by the user between a concept and the brand, the stronger this association will be.

In Amsterdam, this analysis was presented and applied to the TV commercial spot ” Priceless ” by Mastercard.

The vision of this spot can increase the association between the brand and the concept of “Trust“? And what happens with the concept of “Risk“? For now we leave you the curiosity and the time to reflect, promising that soon the results of this analysis will become a scientific research, which is currently under review.

But even earlier, don’t miss the video of the speech held in Amsterdam on October 6th which will be published in a few days. You will know the potential of this application of the IAT – Implicit Association Test and the advantages it can bring to companies in terms of understanding the perceived brand, the values associated with their advertising communications, and how they are modified in certain contexts.

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