As indicated in previous articles , Keller arrives at the same conclusion. A strong brand is built layer by layer, from familiarity, via associations and attitudes to resonance. This pattern emerges from meta-analyses of more than fifty brands that we have examined. Below you can see the results.
The graph shows that for every full point we gain in familiarity, the positivity of the associations increases (by an average of 0.293) and the uniqueness also increases (by an average of 0.296). In science, we see this as a large effect: but one variable has a large effect on two others.
But not only the associations become hotel contact database more positive and unique. There are also more associations, the attitude becomes more positive and the resonance increases, see below.
The influence of familiarity on number of associations, attitude and resonance.
We see that the number of associations increases with each point of familiarity (by 0.39) and the attitude also (functional by 0.35 and symbolic by 0.30) and even the resonance (by 0.33)!
We were curious whether these patterns also apply to politicians as personal brands . We did the same meta-analysis on the ten politicians studied, as we did for the almost fifty studied. You can see the patterns below.
Relationship between familiarity with politicians and direction and uniqueness of associations.
We see that positivity and uniqueness do indeed increase as the awareness score increases by 0.29 and 0.16, respectively, for each point of awareness. Uniqueness in particular increases less quickly than for regular brands. The number of associations increases by 0.28 per point of awareness.