Display Unfamiliar Brands with Prototype Brands

Is a shopper more likely to buy an unfamiliar brand of laundry bleach if it's displayed together with All Free laundry detergent? Researchers at Indiana University say yes, they will. A good way to introduce a new brand to your target market is to pair it up with a highly familiar brand in media advertising and store displays.
     Have the unfamiliar and familiar brands from different product categories which are often used together, and make the familiar brand a prototype. A prototype brand is the one best known by consumers in your target markets and projecting the product personality you're aiming to project with the newly introduced brand. From the geographical angle, the prototype brand of laundry detergent might be Tide in Milwaukee, All Free in San Francisco, and Ala in Buenos Aries.
     From the perspective of product personality, showing an unfamiliar wine brand in an ad along with a lasagna dinner projects a quite different impression than would showing that wine with an entrée of escargot. Displaying a newly introduced brand of motorcycle helmet leaves a different impression depending on whether the accompanying machine is a Harley or a Segway.
     The product personality you aim for should fit the preferences of your target market for this newly introduced product and should not clash with the overall personality of your store. The main personality dimensions on which customers consciously or subconsciously perceive products and stores are:

• Sincere or witty.
• Exciting or predictable.
• Expert or inquisitive.
• Sophisticated or approachable.
• Rugged or luxurious.

     In product comparison ads, it's best not to show people using the products. But in having a prototype brand accompany the unfamiliar brand, you are not comparing the product features of the two. Therefore, feel free to show users in your ads and displays.