But how can we establish what the values are that people actually associate with a brand?
The analysis of psychophysiological components combined with interviews and surveys allows us to gain a clear view of the opinions of the people addressed by a specific brand or company. We can also assess whether the experience of potential buyers generates responses in line with those suggested by brand expectations and if this experience actually facilitates the process of association with the brand itself.
More importantly, the larger and more well-known a brand is, the greater the relationship, the experience and previous knowledge that a person will have with it, leading to greater expectations of recognition, achievement and satisfaction. The values that emerge in the tests we conduct with people often fall outside the actual scope of the research and yield some very interesting content for the purpose of designing marketing activities.