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From becoming happier to running faster; brands promise you all sorts of things. They often have convincing arguments for this. Such as superior materials, craftsmanship or optimal designs. But what if products are functionally identical? Is a brand still able to change the behavior of their customers and objectively increase their performance? In other words: does such a thing as the brand placebo effect exist?
From a rational perspective, such a placebo effect is of course nonsense. Two identical products – whether or not they have a logo on them – should lead to similar performance. Yet it turns out that certain brands can influence our behavior, and therefore our performance, in surprising ways, through their brand image . In this blog, let’s look at five surprising ways in which brands influence our performance.
R Bull gives you wings
When we think of strong brands, we immiately think of R Bull. Market research from 2020 shows that R Bull is the market leader in the energy drink industry, with a market share of 43%.
R Bull’s consistent marketing communication plays a major role in this. The brand’s social mia channels are full of extreme sports, record-breaking performances and sporting events that actually have little to do with their actual product. R Bull is thus able to strongly link associations with spe, power and carefreeness to the brand in the consumer’s mind.
But what effect do these associations actually have?
Several studies show that R Bull influences our list of rwanda consumer email performance. For example, R Bull can improve our cognitive performance, and improve our performance in racing cars, but it can also worsen it.
R Bull boosts mental performance
In one study, participants were divid into four groups. glocal: how to boost your brand globally and locally at the same time One group drank Sprite, one drank R Bull lime (which has a similar taste to Sprite). So far, nothing crazy. But what participants didn’t know is that there were also two variations add that didn’t quite match. ao lists Sprite was also put in a R Bull can and vice versa, R Bull Lime in a Sprite can. In this way, four variations were creat.
After drinking one of the four variants, participants were ask to perform the well-known Stroop test; a cognitively demanding task.
What turn out? Participants who thought they were drinking R Bull perform better, regardless of whether they actually drank R Bull or not (Schmidt, Chandon, Pessiglione & Plassman, 2017).
R Bull increases (or decreases) race performance
The study also look at the effect R Bull has on our racing performance. In this study, participants were ask to play a racing game on a computer, with four different cars. One of them was sticker with R Bull, the other cars with other brands.
The researchers show that R Bull could have a two-way effect. Individuals who rac a car with a R Bull sticker either did significantly faster or slower than those in cars of other brands. The reason for this? R Bull’s brand image either push racers to the top of their .