We are all used to stocking up on our favorite brands - from bread to lipstick to pain killers and everything in between, we all have our old standbys. However, not many of us think about why we make these choices. It may seem on the surface that we are selecting the brands that we feel best suit our needs, but our choices generallyrun much deeper than we realize. A great example - many people simply refer to tissues as "Kleenex", without fully realizing that Kleenex is actually a brand name. The Kleenex brand has cleverly been penetrated so deeply into our culture and consciousness that the word has become synonymous with tissues.
Companies put great effort into making their brands fresh in the consumer mind. In fact, most companies want you to select their products from as early an age as possible, thereby earning a lifetime consumer. By selecting merchants that put great effort into brand strength, you will be able to leverage their efforts by promoting their brands through your affiliate website or other promotional methods. There are a few reasons why brand strength is an important consideration when selecting merchants:
Knowing a Product means Buying a Product
Sales and marketing studies consistently show that consumers require multiple exposures to a product before finally deciding to buy it. If a brand is being promoted strongly, the chances are higher that your customer will have already seen it, thereby increasing the chance that they will finally make their purchase through you.
Emotions are Key
Have you ever noticed that many commercials attempt to make us emotional, or for the more sensitive among us, even teary? That's because promoting a product in an emotional context makes potential consumers remember it. Playing upon emotions can also generate a sense of trust with and loyalty to the brand, another crucial element in developing brand strength. How many times have you heard someone say they have stuck to a particular brand because their moms use it, or they always used it as a child? For example; "My mom always used Nivea cream," or "we only had Ivory soap in the house growing up".
Brand Strength Should be on your Merchant Selection Checklist
There are several things that go into selecting a merchant affiliate program, such as creative selection, affiliate support and reporting capacity. Brand strength is another important factor to consider. At Share Results , we feature branded merchants such as Real Networks and eLearners (who work with some of the most trusted schools in North America) while also guaranteeing the best in affiliate support, reporting and selection of marketing tools.
About the Author
Nicky Senyard is CEO of Share Results, a vibrant affiliate network that works closely with affiliates and merchants alike, supporting and optimizing their efforts every step of the way. Some of the top brands using the Share Results in-depth reporting platform include Accor, eLearners, American Medical ID, KooKoo Bear Kids, and Real Networks. http://www.shareresults.com.