The month of February is not over yet and that is why we take the opportunity to continue addressing ideas related to the relationship established by people and brands. A week ago we mentioned that there is a need, explicit or implicit, for consumers to identify with what they buy. Although this requirement may be unnecessary for general use products such as food and basic necessities, it is also true that for others this drive is more evident.
Several companies are aware of this phenomenon and have invested in Market Research and Communication efforts to create a brand personality. The essential point to achieve this is to know the target consumer in great depth. If you have already completed this task, then we can address four aspects that individuals usually verify about a brand when it comes to defining its characteristics as a character.
Name. Perhaps it is the most obvious attribute that both physical and moral or gregarious people share. However, in marketing it plays a greater value. With the word or words that name the character, a first approach is established. Sometimes, depending on the language of each market, there will be words that cannot be used. However, in other cases invented names that evoke a certain origin will be used to give a certain image. In the end, the name must be attractive and connect with audiences.
Age. This topic can be a bit complex. We will refer more to the perceived age since there are some brands that are centenary or close to celebrating their first century of existence and that does not mean that they are seen as octogenarian characters. To the extent that a company projects a series of characteristics that can be linked to a specific age group, it will be able to attract that segment of the population. This can be achieved with a combination of factors ranging from the use of certain communication codes or typography.
Geography. In an increasingly interconnected world, local becomes more important for some markets. So, people seek to know or project a certain origin with a country or region of the planet. In turbulent times like the second decade of the 21st century, this facet is crucial to confront conflicts. The case of the war between Ukraine and Russia and the commercial consequences that derived from it are a good example. In other situations, global brands make great efforts to embrace the cultures of the markets where they operate to insert themselves positively into them.
Values. When we watch a movie we pay more attention to the characters who share our qualities or ways of acting. Some fans even buy its promotional merchandise and, the most committed, will dress up as him or her. Something similar happens with brands. If a brand demonstrates in its socialization acts a certain scale of values, mission and vision, consumers who share this will be more likely to be loyal and share it with their peers.
Brand perception studies usually use qualitative methodology since they tend to investigate ideas that individuals sometimes find difficult to verbalize. Among the ways to achieve this type of findings is to ask the participants of a session to describe what a brand would be like if it were a person. The results of this type of projective techniques surprise some because of how illuminating they are.
At Acertiva we know about this issue. Thanks to our more than two decades of knowing the LATAM markets, we can advise you and resolve your market research needs. We have a team of analysts and strategic allies ready to resolve your doubts and concerns. Send us a message with your project plans. We will respond to you with how together we will make your next success story a reality.
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