Primary Brand Elements
Posted: Sun Dec 22, 2024 10:47 am
The first thing every brand communicates with is the brand name. If we look at GeenStijl and the scientific criteria of Keller (2013) we see that the brand name can be worse:
easy to remember (check!)
generate meaningful associations (check)
create positive feeling (fail)
The name consists of words that are known and easy for everyone, which helps to remember it. Then we also see that the name has a meaning. It refers to the lack of style or good manners. After this research it is not only clear that there is no style or manners, but that the company should better be called 'No Company'.
Furthermore, style is a word with many uk phone number meanings: way of writing, of designing, of dressing, of building, of painting, and so on. Other associations can easily occur. But okay, a brand name is only the start for building a strong brand image, starting with brand awareness and strong associations. How does GeenStijl stand?
Brand associations
Many respondents (as many as 29%) have no association with GeenStijl at all. The strongest association is therefore None ! GeenStijl, no associations. Even the people who do know GeenStijl have few associations. And the associations they do have are largely negative. We have made a distinction between users and non-users. The non-user thinks of GeenStijl: nothing (42%) or something negative (22% negative symbolic and 19% negative functional).
Associations with the brand GeenStijl.
Figure 3a and 3b. Associations of users (left: N=112) and non-users (right: N=91).
People have no associations with GeenStijl. Well, very few. In addition, the majority is negative. And the lack of other strong associations indicates that the brand is fragmented: everyone has a different opinion about it.
easy to remember (check!)
generate meaningful associations (check)
create positive feeling (fail)
The name consists of words that are known and easy for everyone, which helps to remember it. Then we also see that the name has a meaning. It refers to the lack of style or good manners. After this research it is not only clear that there is no style or manners, but that the company should better be called 'No Company'.
Furthermore, style is a word with many uk phone number meanings: way of writing, of designing, of dressing, of building, of painting, and so on. Other associations can easily occur. But okay, a brand name is only the start for building a strong brand image, starting with brand awareness and strong associations. How does GeenStijl stand?
Brand associations
Many respondents (as many as 29%) have no association with GeenStijl at all. The strongest association is therefore None ! GeenStijl, no associations. Even the people who do know GeenStijl have few associations. And the associations they do have are largely negative. We have made a distinction between users and non-users. The non-user thinks of GeenStijl: nothing (42%) or something negative (22% negative symbolic and 19% negative functional).
Associations with the brand GeenStijl.
Figure 3a and 3b. Associations of users (left: N=112) and non-users (right: N=91).
People have no associations with GeenStijl. Well, very few. In addition, the majority is negative. And the lack of other strong associations indicates that the brand is fragmented: everyone has a different opinion about it.