ASSOCIATIVE DIFFERENTIATION OF BRANDS AND METHODS OF ITS RESEARCH

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ASSOCIATIVE DIFFERENTIATION OF BRANDS AND METHODS OF ITS RESEARCH

Journal Title: Науковий погляд: економіка та управління - Year 2018, Vol 2, Issue 60

Abstract

Theoretical basis of associative differentiation of brand and main methods of its research are determined. The enterprise in the modern competitive conditions tries to improve brand’s attribute that form customers’ associations of products and can be both positive and negative. It is necessary to make the monitoring and permanent research of association for creating and improving effective brand that is different from competitive one. Associative differentiation is more effective than differentiation only with the help of physical characteristics of the product, thus, it is very difficult to prove the customers’ advantages only with the help of physical characteristics that can be similar with competitive brand is considered in the article. The main associative advantages in the creation of brand are given and determined. Their presence helps customers to remember the brand according its unique characteristics; help brand to differ from competitive one; motive in making decision about brand purchasing; form positive attitude or feeling to the brand; form the base to brand expanding. There are four means of brand’s association presence: verbal, visual, sensitive and emotional. Associations are divided into constitutional and creative. Constitutional associations are very difficult to control, that is why companies create association that help them in achieving their objectives. Creative association have to involve three indexed that outline customer’s wishes: 1. Brand bonus payment (competitive advantage that is connected with continuous effectiveness and profitability); 2. Recommend the brand to other customers; 3. Brand expanding (competitive advantages that are connected with potential increase). The main recommendations that necessary to keep during the research of brand associations in the enterprise are determined in the article. They are: using of one of the verbal technique; appliance of one of object and project technique; searching for showing secondary associations; demonstration of appropriate situations; consistent demonstration of sensitive associations; using of real indexes; giving opportunities to responders for answers' thinking; confidence providing; methods of self-project improving; using of polling survey for determining the relationship between associations; force; iniquity of associations; dividing polling survey into two and more groups of responders.

Authors and Affiliations

N. P. Skrygun, L. V. Kapinus, I. M. Datsenko

Keywords

EP ID EP450042
DOI 10.32836/2521-666X/2018-2-60-12
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