Consumers seek out brands they are familiar with, according to survey results form Visual Objects. Thus, partnerships between legacy brands like Hershey and Betty Crocker are likely to find success.
When Hershey partnered with Betty Crocker to launch cake mixes 2013, the two brands created momentum for the products because each inspired consumer brand loyalty.
They started the promotions with a bake event. And then, after that the company took branded trucks on a 12-day sampling tour that featured a stop in Hershey, Pennsylvania — a strategy that perfectly combined elements of both brands.
“The positive buzz and momentum from these promotions jumpstarted the success of the products, which remained mainstays in grocery stores and home kitchens across the country,” explains Visual Objects, a portfolio website that showcases work from top creative firms around the world.
The firm has just released new survey results about brand loyalty and branding's impact on purchasing decisions.
Visual Objects surveyed 501 U.S. consumers and found that consumers were more loyal to food and beverage brands than brands in any other industry.
Specifically, the survey found that almost half of consumers in the U.S. (43 percent) are loyal to at least one food and beverage brand.
Food and beverage companies are known for branding strategies that reflect audience interests while accurately representing products, Visual Objects says.
The survey also found that more than half of U.S. consumers (57 percent) trust products from widely-known brands more than those with names they don't recognize, which points to the success of the Hershey and Betty Crocker partnership.
When consumers can anticipate their experience with a product before purchasing, they're more likely to be comfortable with a purchase. Familiarity acts as a social proof of concept for name brands, Visual Objects explains.
Consumers also are looking for quality when choosing between similar products, the survey showed. Nearly half of consumers (44 percent) say that brands will keep their business if they maintain quality.
Gregory Young is the chief experience officer of software company Convincely. Young asserts that familiarity with brands and proof of quality protect buyers from purchasing regret.
"With household name brand products, countless people have direct purchasing experience. The consumer experience is very well documented," Young says. "You, as a consumer, can call upon the wealth of their experience and come to a well-informed decision before making a purchase."
Read the full report on the Visual Objects website.