Conspicuous Brand Use Dilution

Conspicuous Brand Use Dilution

Reviewed by Faisal Zaidi

The account that attention-grabbing brand use can be read as impression management.

What it is

In three studies, observers with little connection to the brand rated both the user and the brand less favourably, while observers with a strong connection kept a favourable view of the user. It is drawn from work by Rosellina Ferraro, Amna Kirmani and Ted Matherly (2013).

In effect

In the article on quiet logos, the reception of a loud logo depends on how the observer feels about the brand.

What it does not say

It describes how observers responded in three studies and depends on how the observer feels about the brand. It does not say that loud brand use always lowers a brand's standing: observers with a strong connection to the brand kept a favourable view of the user.

Sources

  1. Ferraro, R., Kirmani, A., & Matherly, T. (2013). Look at me! Look at me! Conspicuous brand usage, self-brand connection, and dilution. Journal of Marketing Research, 50(4), 477-488.