Memory-generated brands are the starting point of the buying process, not search
PrincipleBrand Strategy
Memory-generated brands are the starting point of the buying process, not search
When a buyer enters a buying situation, they first draw on existing memories to identify candidate brands. Search engines and colleagues are usually only consulted if the memory-generated options are insufficient, and even then buyers show a bias for brands they already know.
Source
Category Entry Points In A B2B World - Linking Buying Situations To Brand Sales, The B2B Institute at LinkedIn x Ehrenberg-Bass Institute (2022)
Professor Jenni Romaniuk, Ehrenberg-Bass Institute for Marketing Science, University of South Australia
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