May 09, 2022
In General Discussion
Akwasi is seen as a rapper, singer, linked to Special Database Expedition Robinson, BLM and Zwarte Piet. Where Derksen is still the mustache, straight to the point, he is linked to racism by a small part. At Akwasi, the proportion of associations Special Database linked to discrimination is much stronger. And we see that part of the Netherlands does not know him. Let's look at the whole picture, because Derksen is a much more well-known brand (score 5.6 on a 7-point scale) than Akwasi (score 4.0) and also evokes significantly more Special Database associations (4.4 on average per respondent) on than Akwasi (3.5 on average). Based on our own research, we can state that Special Database both are strong brands: they evoke as many or more associations than our benchmark, see box. How many associations does a strong brand have? And what is Special Database strong associations? Little scientific research has been done into the number of associations that brands evoke. From our own research since 2003, in which we examined hundreds of brands, we arrive at an overall average of 3.4. Because our brain is programmed to store associations if a link is made often enough, the brain Special Database needs to know in which 'folder'. By categorizing this, people will by default have Special Database a product or category association (what is it? And what does it belong to?). We, therefore, set the lower limit to become a brand at 2. If you dive below that, people don't even know what you are or where you belong. Therefore we can say that both Akwasi with 3.5 and Special Database Derksen with 4.4 are real brands. They also evoke associations other than just product or category associations. Relatively little research has been done within brand literature into determining the strength Special Database of associations. There are also methods of measuring response time ( response time latency , e.g., Till, Baack, and Waterman, 20), where response time is inversely proportional to strength.