The Psychology of Brands- Preview

The psychology of brands How the brain reads and stores brands.

Gold Mercury’s International insight into positioning brands and winning mind space.

2 GOLD MERCURY INTERNATIONAL white paper: the psychology of brands

1 What is a brand?

Gold Mercury’s definition: A. The most valuable and versatile asset of most corporations.

B. In legal terms, a trademark registration owned by the trademark owner.

C. A mix of tangible (rational) and intangible (irrational) values represented in a trademark which, if properly managed, creates value and ensures long term influence on a market.

D. A complex network of values and associations in the brain that are part of our daily lives and influence our behaviour and decision making process, but…

E. A name that is not present in memory is not a brand.

2 Thousands of brands are competing to get into consumers minds.

How the brain reads and stores information is complex.

Understanding how it works gives great competitive advantage.

A brand is represented in memory by a relatively small combination of neurons connected to each other and creating the image of your brand.

How you manage your brand, content and communication over time influences how strong or weak this associative network is for your brand.

Brands are made in the mind and they exist only in people’s memory.

BRAND®