Brand Mental NetworksWhy it mattersThe brand in the mind of consumers

Brands that come to mind first have more associations

Brands that come to mind first havemore positive associations

Positive associations Negative associations

Mentioned 1st

Mentioned 3rd

Not considered

Brand Salience is correlated with the number of positive

and negative associations

Notconsidered

Ads

Red color

Flavor

Toothpaste

Mentioned 1st

Mentioned 2nd +

Brand Mental Networks is an Ipsos solution to Deeply Understand Brands in Consumers’ Minds. Ipsos R&D* research reveals 4 key learnings and proves that brands with a strong mental network are better equipped for growth.

Identify a selection of strong, relevant and distinct functional and emotional dimensions that you can consistently and holistically communicate across touch points and cross fertilize through icons, mnemonics, signatures and packaging.

Brands that come to mind first are more likely to have higher market share

Brands that come to mind first tend to have more distinct and emotional associations

81

14

83

152

01

110

Mentioned First Unit Market Share

Oral Health Brand BOral Health

Brand A

Oral Health Brand C

Oral Health Brand D

Oral Health Brand E

Mentioned 1st

Mentioned 2nd +

Notconsidered

Fun

Good times

Relaxing Sports

Beach

Cold

Crisp

Smooth

Football

Refreshing

Summer

CaloriesFresh

Easy to drink

Commercials

Tastes gross

CheapAffordable

Bar orPub

Horses

Parties, clubs, birthday

* R&D conducted on 3 categories (beer, oral health, smartphones) to analyse the relationship between brand salience and Brand Mental Networks – Ipsos 2017

What it means for Marketers