Brand Perception and the Power of the Subconscious

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.