Trustworthy, Exciting, Sexy, Caring – Which Brands Own These Associations in the Minds of Consumers?

consumer sentiment

What Consumers Really Think About Brands
We all carry associations that form the context for our relationships with the brands in our lives. There are brand relationships we inherited from our parents (often political, automotive and food), there are those we shared with our friends and peers (fashion, technology and health and fitness), and the ones we discovered ourselves. These brand associations create a personal lens that colours the way we see brands, and when grouped into markets of consumer sentiment they provide the adrenaline that drives brands to grow or lose market share.

We regularly leverage an interesting web site called ‘brandtags.com’ which collects thousands of word associations from brands across every category. The opportunity to observe real consumer sentiment en-mass provides some highly interesting insights across brands and categories.
For today’s post I searched for brands by association, ie. which brands rate the highest for consumers when associated with certain words such as; Trust, Luxury, Family and Caring. The larger the brand name in the graphic word clouds below, the greater degree of consumer association. The brands included in the tagging database number in their thousands, and so whilst having a North American skew provide some broad, relevant and interesting insights.

The resultant data threw-up some interesting insights:
• Allstate, an insurance company popped-up with brand associations of ‘friendly’, ‘caring’ and ‘fun’. A big tick to the brand managers and owners for those consumer brand associations.
• Cars and Clothes dominate the luxury brand space – leaving plenty of opportunities for similar brand association strengthening across other categories.
• Juicy Couture clearly owns ‘sexy’ in the US, a very valuable piece of brand association real estate.
• Consumers clearly view ‘cheap’ and ‘affordable’ as two different brand associations.
• There are a bunch of brands with clear and strong consumer association to ‘evil’ – a consumer sentiment no brand would wish for, but every brand must be aware of.
• There is still plenty of opportunity for brands across category to demonstrate their credentials as ‘caring’, ‘trustworthy’ and ‘family’ oriented to boost their brand association in these very valuable consumer

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FRIENDLY

brand strategy agency

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LUXURY

Luxury brand association

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PREMIUM

 

brand strategy

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SEXY

Sexy brand association

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CHEAP

Cheap brand association

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AFFORDABLE

Affordable brand association

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FUN

branding agency

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INNOVATIVE

branding agencies

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EXCITING

brand strategy consultants

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CARING

brand strategists

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FAMILY

brand thinkers

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EVIL

brand researchers

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TRUST

Trust brand association

 

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Dave Ansett
Creator of Brands
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