Skip links

The Value of Mapping Brand Memories

In the present-day world the value of mapping brand memories, where micro-targeting and multi-channel advertising is at large, it is becoming increasingly difficult for a brand to efficiently convey an integrated strategy. For the value of mapping brand memories marketers require a more thorough outlook to understanding the efficiency of all-around advertising, given a confusing range of accessible media choices. So far, innovative pre-testing is carried out at the place of individual ads. Thus, the question for ad researchers now is: How can one comprehend and calculate (especially beforehand), various ads collaborate to create a brand? The answer? Look at where it all gathers together; inside the consumer’s head.

Linking Back for the value of Mapping Brand Memories

In the present-day world the value of mapping brand memories, where micro-targeting and multi-channel advertising is at large, it is becoming increasingly difficult for a brand to efficiently convey an integrated strategy. For the value of mapping brand memories marketers require a more thorough outlook to understanding the efficiency of all-around advertising, given a confusing range of accessible media choices. So far, innovative pre-testing is carried out at the place of individual ads. Thus, the question for ad researchers now is: How can one comprehend and calculate (especially beforehand), various ads collaborate to create a brand? The answer? Look at where it all gathers together; inside the consumer’s head.

A branding standard often utilized in tracking and pre-testing is called a brand fit- a basic rating that has been greatly authenticated to in-market sales outcomes. But what is meant by the concept of ‘fit’? Fit suggests that the concepts, emotions and imagery formed by newer advertising in some way link back to an already existing chain of brand alliances. These alliances act as associated memories that create the notion of a brand in the consumer’s mind. Furthermore, the term proposes that this memory network has structure; newer memories made by the latest advertising connect like pieces of the puzzle into the existing design of brand alliances, emotions and images. The existing chain of brand memories acts as an anchor to brand positioning Nevertheless, to maintain a brand’s relevance to dynamic culture, it must be continually nurtured with an up-to-date, inspiring vision by new creative. New brands should essentially add growth rings to the brand tree based on and developing in memory. This is the creative tension that is present between the positioning of a brand and its image, between communicating and sentimental experience. From the creative content outlook, there are two approaches by which every new implementation can nurture the brand tree: Similar to the ideas of reach and frequency (in media planning), an advertisement can either add depth or widen the breadth of the brand’s appeal. An advertisement can boost the depth of a brand by building loyalty; on the other hand, widening breadth indicates engaging newer consumer divisions with distinct implementations.

Memory Layers in Brand Memories

Since brands really live in the memories of consumers, it is beneficial to have an overall understanding of the different memory layers running in the customer’s mind.

  • The topmost is working memory- it decides how the conscious mind constantly perceives the world. Brands that first come to mind are purchase options by default; they are present on the customer’s psychological shortlist.

  • The semantic memory system is one level down- this is where verbal notions and thought groupings are preserved. A brand’s positioning lives in semantic memory. The semantic memory is the domain of characteristics and benefits, USPs, logical value calculations and strategic concepts. For a brand- these concepts are easily measurable with the help of scales and brand ratings

  • Further below are the episodic and procedural memory- two non-verbal memory systems that preserve one’s physical and social experiences; alongside their related emotions. This level is the brand’s image. The episodic memory is the story-telling brain- it preserves the emotions connected to long-term memories of one’s life. It assists us in steering the complicated social world by giving emotional signals. Episodic memories linked to a brand can indicate that a brand creates a feeling of satisfaction; perhaps of childhood memories (nostalgia) or a luxury feeling or fun. The procedural memory preserves one’s physical memories- assisting us to steer the real world; it is the level at which design, music and dance run.

  • At the bottom level are our networked memories- the human “cloud”. These consist of memories that are shared with others; the ones that join us together in a day-to-day culture. Additionally, advertising lives in context, namely, the cultural context where its placed. By grasping how a brand adjusts inside cultural memories related to certain media; like famous TV shows, media companies can place advertising more efficiently.
  • Brand Memory Maps

    A research method known as brand memory maps is used to analyze how brand memories are linked together at both; the verbal layer of brand positioning as well as the non-verbal layer of brand image. These maps can be created following an easy algorithmic process on an Excel spreadsheet by an ad researcher. Furthermore, brand memory maps are helpful in determining:

  • How ad generated memories are connected to ones created by the media its set In.
  • Crucial selling pathways for evolving the brand’s positioning.
  • key theoretical nodes that anchor the driving hub of a brand’s positioning.
  • The most important advertising images that motivate top-of-mind and unassisted brand awareness, etc.
  • Mapping Verbal Memory

    Researchers are able to map semantic brand perceptions beyond ideas running in its division, along with verbal brand ratings and matching these up with buying intent. The graphical representation of the complete semantic net will demonstrate how consumers perceive a brand and how the ideas are interlinked for various selling propositions. This can, therefore, be employed to outline communication approaches having a coherent entry point to current perceptions and a route to buying intent.

    Mapping Visual Memory

    Visual memory maps are made from the same algorithmic procedure as utilized for semantic memory mapping; the only difference is that it is executed with picture-based standards instead of verbal ratings.
    By utilizing separate pictures from advertising, visual memory networks can be formed from customers’ feedback to the pictures regarding brand fit, emotions and memorability. The images act as a replacement to verbal nodes and a combination of image memorability/emotional reaction scores is utilized for correlations that depict the emotional space between the images in memory. The outcome is a map of visual memory.
    Merging the two maps; the verbal and non-verbal, brand positioning and brand image will provide the marketing team with a more stabilized and measured outlook of how advertising forms a brand in consumer’s memory.

    Strengthening Brand Positioning

    Normally, when it comes to evaluating brand semantic nets for a product division, the ideas nearest to buying intent are cost-of-entry advantages for the division. The concepts related to these (on the map’s perimeter) are inclined to be the brand differentiators

    Reviving the brand image

    Moving from the semantic memory (head) to the episodic memory (heart) and procedural memory (hand), we go into the two memory systems where emotions and physical feelings connected to a brand are preserved. Hand in hand, the visual and verbal brand maps provide marketers a stabilized viewpoint of the brand building consequences of a working ads set- thereby, measuring how both; the visual and verbal, the logical strategy and emotional implementation elements of a brand each add to buying intent as well as brand equity.

    In a nutshell:

    Branded memory continues to be the mighty and unexplored country of advertising/brand research. The time has come to start mapping it!

    Explore
    Drag