branding

How to Position Your Brand: The Behavioral Science Behind Relative Differentiation
Gallery
How to Position Your Brand: The Behavioral Science Behind Relative Differentiation

Marketing & Consumer Behavior, Research Methods

How to Position Your Brand: The Behavioral Science Behind Relative Differentiation

The debate between differentiation and distinctiveness in brand positioning is a false dichotomy. While distinctiveness is more important for a brand, differentiation can also be used to your advantage. Understanding your brand positioning relative to competitors is a valuable strategic tool that can help your brand consistency in your tactical efforts. In this article, I discuss how you can build and measure the values that differentiate your brand.

By Lachezar Ivanov|2023-03-14T06:49:16+00:00March 13th, 2023|Categories: Marketing & Consumer Behavior, Research Methods|Tags: advertising, behavioral science, branding, consumer behavior, differentiation, marketing, positioning, values|

Is It Loyalty or Habit?

Marketing theories on loyalty mostly dismiss the idea that consumer's repeated usage of the brand may be a result of a habit, rather than any emotional commitment to the brand. As a result, loyalty marketing often misses one vital component of generating customer stickiness - trying to convert brand choice into a habit. Neuro-imaging suggests that as actions are repeated, the activity in areas of brain involved in decision making actually decreases. This calls for an additional perspective of looking at loyalty as creating a habit loop. It may not involve significant additional resources, but can substantially enhance the effectiveness of the loyalty programs or marketing.

By Ashok Sethi|2024-04-12T03:02:15+00:00May 18th, 2021|Categories: Business & Management, Marketing & Consumer Behavior|Tags: branding, consumer behavior, customer loyalty, dual-system theory, emotions, habit, marketing, neuroscience, system 1 & system 2|

The Secrecy Effect

Advertisers often depict their products being consumed in a social setting, but increasingly they also depict people secretly consuming their products. Will consumers like a product more if they are prompted to consume it in secret? New research explores this question, finding that prompting women to think about consuming products in secret has an impact, not only on product evaluations, but also on behavior and willingness to pay for those products. The authors refer to this effect as the “secrecy effect.”

By Maria Rodas|2022-02-17T06:11:05+00:00November 25th, 2019|Categories: Marketing & Consumer Behavior|Tags: attitude polarization, attitudes, behavior, branding, consumers, consumption, fmcg, framing, marketing, secrecy|