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Brand Perception and the Power of the Subconscious

In: Brand Storming

Author

Listed:
  • Michele Fioroni
  • Garry Titterton

Abstract

There are a myriad of associations consumers can develop about a brand; these go far beyond their awareness and are activated following exposure to the brand, or its use. This means that some associations can indeed emerge in a specific context and remain submerged in another. In other words, the consumer tends to develop awareness of a brand both at a conscious and a subconscious level, reactivating that awareness from an area to which it has been “distanced” as the result of a precise stimulus.

Suggested Citation

  • Michele Fioroni & Garry Titterton, 2009. "Brand Perception and the Power of the Subconscious," Palgrave Macmillan Books, in: Brand Storming, chapter 0, pages 130-136, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23351-5_14
    DOI: 10.1007/978-0-230-23351-5_14
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