Matching brand labels, enjoying one over another
When we talk about about branding, how much do brand combinations affect, how much consumers enjoy products that are consumed together?
“It seems that matching brand labels enhances the enjoyment. It encourages consumers to believe that the products were tested and designed to go well together in an occasion”, write authors Ryan Rahinel and Joseph P. Redden (from University of Minnesota).
In a study, consumers ate Lays Classic salted chips and Lays American wave but were told that the Classic salted and American wave were various combinations of fictional brand names (“Festivity” or “Party Time”). Consumers enjoyed the Classic salted chips and American wave more when told that the two foods were from the same brand.
In another study, consumers again ate Lays Classic salted chips and Lays American wave but were told that the Classic salted and the American wave were various combinations of “Brand A” & “Brand B.” Some were told that the brands had conducted joint research and design on the two products, while others were told that the brands had coordinated on matters unrelated to taste (coupons and distribution). The latter group of consumers enjoyed chips and salsa from the same brand more than chips and salsa from different brands.
However, both groups enjoyed the Classic salted and American wave more when told that the brands had conducted joint product research and design, regardless of the brands they were told they were consuming.
“There is no universal answer to which brand a consumer likes the most. The brand a consumer prefers for a particular product depends on the brand of other products with which it is being combined.”
A company that offers products that are consumed together will have an advantage over other rival brands that do not offer both individual product. Since consumers will want to have matching brands,” the authors conclude.
This also raises a question as to “Why customers prefer local or global brands.”
But that we will cover in some other day.
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