The very first encounter with a brand makes an imprint on the consumer's mind. This usually pre-dates their first consumption experience of the brand. Years later, it continues to influence purchase or drive brand loyalty. Early imprints also bright-forth an important question - how early should brands start advertising to / communicating with customers?
Could luggage purchase be imagery led?
The brand logo – a strong heuristic
that the brand owns
The task - Exploring
purchase drivers and brand imagery for a mass
luggage brand. The research approach - The
research was conducted in two phases – a) traditional interview method and b)
subconscious interviews to explore purchase drivers and
brand imprints
The assumption:
The assumption:
- Luggage purchase is a rational , conscious decision.
- Traditional research the consumer came across as extremely price sensitive and evaluative and was not predisposed to any particular brand.
illume interviews revealed
Emotional triggers overrule
price sensitivity.
Consumers made
the choice based on an emotional
connect
and justified their choice using rational reasons
That consumers were looking for a
heuristic to cut down the clutter. The research helped identify that heuristic that the
brand could offer – the brand logo was a strong
imprint – in the consumer’s mind. That
early brand imprints influenced
purchased and the consumer was in fact predisposed to
certain brands subliminally
Imagery associations
that
dominated early brand imprints could be used to strengthen brand
positioning
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