BRAND MARKETING TIP

Combine Use of Visual and Audio

In Buick’s 30 second commercial they were able to work in eight brand name mentions and 16 brand or logo combinations. This drives home the main theme of the ad that a Buick is often misattributed to being another luxury model. This clever theme focusing on the brand of the car enforces brand attribution when tested the day after seeing the ad, with an index of 163 against the luxury car norm.

EXAMPLE: “HMMM” (BUICK)

 

BRANDING INDEX

Against database: 132

Against luxury car norm: 163

WHAT IS THE BRANDING INDEX?

The ‘Branding Index’ refers to the TV Brand Effect Brand Linkage score for the ad indexed against the database average, meaning ALL ads that were measured and that ad’s category average. Brand Linkage is defined as ‘Among those who correctly recalled the ad the day after exposure, the % of people who remembered the brand featured in the ad.'

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