A Visual Way to Explore Brand Imagery
Rory Morgan, Research International, descibes the development and use of BrandSight Gallery, a collection of visual images validated for international research.
A commonplace observation in current literature is that branding as a process of product differentiation is increasingly focusing on non-tangible rather than tangible factors in other words, consumers perceive fewer and fewer differences between products in terms of physical specification and functionality. It has been observed that the so-called softer side of branding the image, the personality and the quality of the relationship between brand and consumer has frequently become the cutting edge of brand differentiation.
In fact, with our international experience, we can go further and say that this is a common pattern across many cat egories in developed economies worldwide. Of course, this is not to say that functionality is unimportant to consumers often the reverse is true but excellent product specification and performance characteristics have now effectively become the price of entry in many categories: necessary but not always sufficient. In the consumers mind, the tie-breaker can lie in the emotional affinity that the brand has forged.