Image transfer

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In advertising psychology, image transfer refers to the transfer of image components from one image carrier ( product , brand , person , etc.) to another.

Building a new brand is expensive and involves high risk. The flop rate of new product types is between 85% and 95%. With the help of a common brand name, positive effects of the brand elements and communication for the respective products are used mutually.

The transfer of an existing brand name to an expansion product is a sensible solution to this problem, as the example of Hugo Boss shows. The men's clothing company has expanded its range and developed a BOSS Eau de Toilette.

Before broadcasting, it is important to define the core qualities of the brand image as clearly as possible. This is important in order to identify any differences or even incompatibilities between the two image carriers.

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At the Institute for Advertising Science and Market Research at the Vienna University of Economics and Business , an image transfer model was developed by Günter Schweiger et al. Developed with special measuring methods and tests. It is used to find promising partner products and has been successfully tested empirically, as the following studies show:

  • Transferring Brand Images: A New Strategy to Increase Advertising Effectiveness
  • Improved Marketing Efficiency through Multi-Product Brand Names - An Empirical Investigation of Image Transfer
  • Image transfer results from empirical image transfer studies on the subject of "Austrian export advertising"

Images consist of both emotional and factual components. The image transfer model developed assumes that a positive image transfer is only possible if two product classes are both emotionally and technologically affine. If these two requirements are met, consumers are ready to make a trial purchase of the new product. This affinity also has a positive effect on the repurchase rate for the original product, which also increases. Successful examples from practice include: B. the transfer of the sports shoe brand Adidas to cosmetics and watches or the transfer of the cigar brand Davidoff to perfume (Davidoff Cool Water).

The risk of image transfer consists in the transfer of negative image components. A joint measurement confirmed that cigarettes and women's perfume were not technologically affine, as the cigarette smell is considered technologically incompatible with perfume.

The use of the country of origin, the country-of-origin effect , is a special case of image transfer.

literature

Essays
  • Günter Schweiger : Transferring Brand Images. A New Strategy to Increase Advertising Effectiveness; An Empirical Study . In: Marketing piackutatás , Vol. 12 (1978), Issue 4, pp. 501-504, ISSN  0133-2414
  • Günter Schweiger, Josef Mazanec: Improved Marketing Efficiency through Multi-Product Brand Names. An Empirical Investigation of Image Transfer . In: European Research , Vol. 9 (1981), January, pp. 32-44.
  • Günter Schweiger: Use of the same brand names for different product groups (image transfer) . In: Austrian Advertising Science Society (Hrsg.): WWG information. Journal for Communication, Advertising and Public Relation , Vol. 86 (1982), February, ISSN  0252-8045 .
  • Günter Schweiger: Image transfer. Results of empirical image transfer studies on the subject of "Austrian export advertising" . 2nd edition Vienna 1989.
  • Image and image transfer . In: Bruno Tietz (Hrsg.): Enzyklopädie der Betriebswirtschaftslehre, Vol. 4: Concise dictionary of marketing . 2nd edition. Schäffer-Pöschl Verlag, Stuttgart 1995, ISBN 3-7910-8041-5 (former title: Concise Dictionary of Marketing ).
Monographs
  • Patrik Berend: Internal and external brand extensions. An analysis of demand-side complementarities . Gabler, Wiesbaden 2002, ISBN 3-8244-7670-3 .
  • Holger Hätty: The brand transfer (consumption and behavior; Vol. 20). Physica-Verlag, Heidelberg 1989, ISBN 3-7908-0427-4 (plus dissertation, University of Erlangen 1989).
  • Günter Schweiger, Gertraud Schrattenecker: Advertising. An introduction ( UTB for Science ; Vol. 1370). 6th edition. Verlag Lucius and Lucius, Stuttgart 2005, ISBN 3-8252-1370-6 .
  • Andreas Strebinger, Günter Schweiger (Ed.): Advertising and brand research . 1st edition Gabler Verlag, Wiesbaden 2006, ISBN 978-3-8349-0395-2 .

Individual evidence

  1. ^ A b Günter Schweiger, Gertraud Schrattenecker: Advertising. An introduction . Stuttgart 2005.
  2. ↑ Jochen Hensle: Imagetransfer: An economic simulation of possibilities and limits . 2003, ISBN 978-3-8324-6290-1 , pp. 130 .

See also