Identify the best brand-audience match
Brand perception is poses great impact on consumer’s decision making process, as well as customer loyalty construction. IAT (Implicit Association Test) is particularly suitable for evaluating the “matchness” between brand personality and target audience.
Brand reconstruction and sales conversion: T-Mobile
Excitement and Adventure are the two most appreciated characteristics of T-Mobile’s target audience. However the original brand image was weaker in conveying these two portraits comparing to the company’s main competitor.
T-Mobile produced two versions of advertisement. IAT analysis showed that version A was better in stimulating unconscious association to Excitement and Adventure. Therefore, T-Mobile chose version A as their new brand commercial.
The brand reconstruction received massive success. T-Mobile received 49% boost in sales rate and 6% increase in market share.