BRAND MARKETING TIP

Use Your Message as a Brand Cue

Align a brand with a particular message to increase brand recognition. When a message is closely associated with a specific brand, performance for other brands tend to suffer when they support that same message.

Reinforcing your brand with a consistent message will help strengthen the attribution of your brand to ads featuring that message. Olive Garden’s emphasis on the Italian lifestyle, such as its “Tour of Italy” ad, assists in reminding viewers of their brand even in the absence of other brand cues–enabling the commercial to score an index of 130 against other restaurant categories. Alternatively, other restaurant ads focusing on Italian meals may be misattributed to the Olive Garden brand.

EXAMPLE: “TOUR OF ITALY” (OLIVE GARDEN)

 

BRANDING INDEX

Against database: 147

Against restaurant category: 130

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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