Developing memory structures for brand identity elements in packaged goods markets

Consumers learn a brand?s identity elements through direct experience when buying and using a brand, and indirect experience via advertising. This research looks at the relative effects of these experiences on the memory structures developed by brand users and nonusers, for four identity elements (colours, slogans, images and jingles) across 18 brands. We found that using identity elements on packaging and in advertising enhanced the link between each element and the brand in users? memory. This suggests using brand identity elements across different avenues enhances brand users? learning. The recency of usage, however, had no impact on the development of memory structures for all elements, except colour. Since colours are important for brand identification on-shelf, we recommend colours should be used prominently in advertising campaigns to reinforce the link to the brand in memory.