Socio-psychological mechanisms of brand perception, Personification...

Socio-psychological mechanisms of brand perception

Brand analysis is impossible without understanding the socio-psychological mechanisms of its formation. Analysis of the social and psychological mechanisms of brand formation is also necessary for understanding the patterns of brand selection, the formation of loyalty and commitment to the brand.

Loyalty to the brand is a conscious or unconscious decision of the consumer to use this brand. However, loyalty can remain unrealized for various reasons (for example, lack of money). Adherence to the brand is not only a preference for this brand, but also a constant use of it, that is, manifestation of loyalty at the behavioral level. In fact, every manufacturer, when developing a brand, is committed to creating a commitment. However, many brand researchers use the terms loyalty and adherence as synonyms.

So, among the socio-psychological mechanisms of brand perception, the following are most significant from the point of view of forming adherence:

Personification mechanism

To describe any animate or inanimate object, a person tends to use a common set of adjectives. Since ancient times, human thinking has been characterized by anthropomorphism, i.e. the endowment of inanimate objects with human characteristics. This process occurs also in the perception of the brand. So, speaking of the Coca-Cola brand, we can, for example, describe it as fashionable, cool, modern and even define its gender.

What is the difference between the perception of a person's personality characteristics from the perception of a brand's personality? In the first case, perception is based on human behavior, physical qualities, beliefs and demographic factors, stereotypes, facial expressions, gestures, etc. As for the perception of the individual characteristics of the brand, they are formed under the influence of any direct or indirect contact of the consumer with the brand. Direct contacts are carried out by comparing the personal characteristics of people associated with brands, for example, the image of the user of this brand. Due to this, the brand acquires individual features. In addition, they can be associated with the brand indirectly - through the attributes of the product, product categories, symbol or logo, advertising style, price and distribution channels.

Thus, the mechanism of personification is one of the most important in the perception of the brand (Perelygin, 2002). With its help, the buyer can form his own idea of ​​a particular brand, which can be supported by the formed identity of this brand.

Identity mechanism

When perceiving a brand, the consumer perceives his personality, with all the inherent qualities, and relates the brand identity to his own identity. If the brand identity is similar to the desired identity, the consumer prefers this brand. When using the brand, the brand identity is integrated into the identity of the consumer, the brand becomes a part of the consumer's personality, which can lead to brand dependence - a phenomenon of total brand loyalty that has been little studied so far.

Turning to the mechanism of brand perception - identification itself, we can define it as a complex awareness of the brand characteristics described above, relating them to our own preferences and, in the case of choosing this brand, referring ourselves to the desired group. When choosing a brand, the consumer identifies his personal characteristics with the characteristics of the formed identity of the brand.

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