In today's rapidly changing and fast-paced media landscape, consumer attention is a rare and fractured commodity. Within this environment, advertising and branding must serve customers that are attending to multiple media simultaneously, while brand positioning transfers brands outside of advertisements and into related exposure. Some brands supply a solid, consistent, and focused brand identity on all consumer-facing fronts, from advertisements to retail surroundings and event promotion. As only exposure is all that's required to activate their brand identity that is rich, these brands can retain their effectiveness in this new media reality.
At the same time, brand exposure effects illuminate the vast role of processing and nonconscious focus in behavior and consumer cognition. New research suggests that consumer behavior in manners cans alter consistent with brand identity, creating effects which occur even when the product is not purchased or used up and may persist outside of advertising circumstances. These findings indicate that effectiveness can be retained by strong brand identities in the modern media environment, but further work is necessary to explore their multi dimensional effects on consumer life.
PUBLICATION DATE: May 15, 2012 PRODUCT #: BH479-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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