Brand IdentificationBy Tom Dougherty
3 July 2014
Brand Affinity. The brand of you.
Brand Affinity. We are the brands we buy
Anthropology in Marketing
Our anthropological goal? To investigate human behavior and determine why it is that we choose to act in a particular manner in all aspects of our lives. We look to understand brand affinity.
(Read more about brand anthropology here). Turns out that is why we buy the brands we by too.
One crucial aspect of brand affinity, that aids our understanding of human behavior is by noticing the patterns that we consciously and unconsciously partake. Brand Identification
These patterns can be as simple as the reason why we comb our hair in a particular way each morning to the reason we buy a specific brand of cereal. No stone is too small to be left unturned. And it is this thirst for human knowledge that drives our business.
One of our recent brand affinity findings focuses on the placement of logos. And how a prominent logo can urge us to make immediate decisions as a consumer. We looked at why consumers would avoid making a purchase. Avoidance until they knew that a particular brand is associated with the product they wish to purchase.
Brand Affinity. An example of the brands we buy
First, let’s consider the annual furniture market convention in North Carolina.
Market is just around the corner from our Greensboro, North Carolina office. Several of our strategists at Stealing Share were lucky enough to attend the prestigious event this year. And, interview a handful of the most distinguished furniture suppliers.
During an interview, the supplier of the Ralph Lauren showcase shared with us the immediate benefit of selling with the Ralph Lauren brand name.
He mentioned that he could feature the very same furniture (and has) without the Ralph Lauren brand name attached. But, it would take him twice as long as when the Ralph Lauren brand is associated with the furniture. He spoke of brand affinity.
For him, Ralph Lauren represents immediate success.
The anthropological marketing benefit of this?
Having a recognizable and dependable brand name can directly (and sometimes indirectly) steer the preference of consumers and create brand affinity.
It can motivate their decision to buy a product. We are creatures who crave stability. And seek comfort. We want to know we are making the wisest choice with our money. Here, the promise of the brand Ralph Lauren symbolizes does just that.
Costco Brand Affinity
An additional example came from another Stealing Share strategist.
He noticed this same truth while buying his groceries at the local Costco.
This particular visit to Costco led to a loaded basket with large quantities of food for the upcoming week.
I picked the usual, making sure the basket hit all the food stations. All along the way, until I made it to the cereal aisle.
I first had Honey Bunches of Oats in my hands until I thought. I would like to eat a little healthier.
Brand affinity and choice.
I looked over a few more options and found the double sized box of Kirkland’s Brand, Raisin Bran cereal.
While I noticed the Kirkland brand (the Costco generic), I considered the box but put it back down on the shelf.
It was then that I noticed the Post logo on the box. I said to myself, ‘Wow, this has got to be really good because it is a Post product.’
Here, the reassurance of a brand symbolized dependability in this instance, Post
And reaffirmed our previous example. We are people who desire the best and want to feel like our decisions are the best.
The Truth of Brand Affinity
At Stealing Share, we recognize this truth. The brands we buy are a representation of “who we are.”
They become a mask for us as, whenever we purchase a product, we are telling the world that we are that brand.
We wish to be the best, and so we purchase those products that we wish to symbolize who we believe we are.
Just as at furniture market with Ralph Lauren and at Costco with Post, each has become our brand’s face.
The Do’s and Don’ts of rebranding.