In addition to the benefits (e.g. ease of introducing a new product to the market, recognition across all series), having a common brand also has disadvantages. Brand blurring (lack of clear specialization) and the risk that an unsuccessful product category will drag the entire company into a crisis.
To avoid this, brands are differentiated without disclosing their relationship. This is done to highlight both positioning and specialization. A company selling premium goods cannot psychiatrist email addresses simultaneously sell used car tires under the same brand.
Source of origin
Products from Germany, fashionable clothes from Italy, exquisite French delicacies or luxurious chocolate from Switzerland (as well as cheese, watches, knives - it is impossible not to mention). These characteristics, according to the statements of many of our compatriots, testify to the level of quality of the goods.
Source of origin
Source: shutterstock.com
Products from China are still associated with low prices and quality. Among Russian products, the spheres of weapons, SUVs and agriculture can be particularly distinguished, which is proudly pointed out by both ordinary people and business representatives.
To be affected by halos, organizations sometimes register in the relevant region or perform some stage of production there. For example, they attach a sticker indicating the country of manufacture.
Selecting a name
Similar to the previous method is the use of fictitious stories. For example, about the creation of a company by a "famous" shoemaker (who never existed) Giancarlo Gaetano. In fact, it is not necessary to invent a story, it is enough to simply create a beautiful name. And to supply the goods from China. The main goal is the same. In this case, it is still attractive for the elegance of shoes Italy or any country with a positive stereotype.
Case: VT-metall
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Examples of successful use of the halo effect
In marketing, the halo phenomenon can be a game changer for companies. This effect is that consumers transfer positive associations with a brand or product to other aspects of the brand, which greatly influences their perception. This psychological mechanism is of great importance in shaping consumer behavior and can be successfully applied in marketing campaigns.
Apple and their "Buy a Mac" campaign
One of the most prominent and successful marketing strategies that utilized the halo effect was Apple's "Get a Mac" PR campaign, which ran from 2006 to 2009. It consisted of several videos featuring Mac characters and a PC image.
By emphasizing the Mac's style, innovation, and ease of use, Apple was able to market its products in a positive light. The end result was that consumers began to associate these benefits with Apple's entire product line, including the iPod and iPhone, which led to increased sales for the company.
Disengagement from affiliated brands
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