Why Repeated Exposure and Familiarity Can Help Build Positive Brand Associations

Repeated Exposure and Familiarity Can Help Build Positive Brand Associations

As consumers, we are exposed to countless brands on a daily basis. From billboards to social media ads, brands are constantly vying for our attention. Some of these brands may be familiar to us, while others may be completely new. But why is it that we tend to gravitate towards brands that we are familiar with? The answer lies in a psychological phenomenon known as the mere exposure effect.

The mere exposure effect is a psychological phenomenon where repeated exposure to a stimulus, such as a brand, leads to a positive evaluation of that stimulus. In other words, the more we are exposed to a brand, the more familiar it becomes and the more positive associations we develop with it. This is why brands invest heavily in advertising and marketing to create a lasting impression in our minds.

But familiarity alone is not enough to build positive brand associations. The brand must also provide a positive experience that aligns with the consumer’s expectations. For example, if a consumer is repeatedly exposed to a brand’s advertising but has a negative experience with the product or service, their positive associations with the brand will be diminished. This is why it’s important for brands to not only focus on building familiarity but also to deliver a consistent and positive experience to the consumer.

One way that brands can build familiarity is through product placement. When a product is strategically placed in a TV show or movie, it can create a lasting impression in the minds of viewers. For example, the placement of Reese’s Pieces in the movie E.T. helped to boost sales of the candy by 300%. This is just one example of how repeated exposure can have a positive impact on a brand’s success.

Another way that brands can build familiarity is through social media. By consistently appearing in a consumer’s newsfeed, a brand can create a sense of familiarity and build positive associations with the consumer. This is why many brands invest heavily in social media marketing to keep their products and services top of mind for their target audience.

In conclusion, repeated exposure and familiarity can help build positive brand associations. However, it’s important for brands to not only focus on building familiarity but also to provide a positive experience that aligns with the consumer’s expectations. By doing so, brands can create lasting impressions and build strong relationships with their target audience.