Psycholinguistic factors of formation associative perception of the brand

Objective. It is determined that the relevance of the study lies in the influence of psycholinguistic
factors on the formation of correct associative perception of the brand, its exact icons, which improves
the management of consumer behavior and increase the overall efficiency and competitiveness of the
brand. It is established that the object of research – speech communication of a brand – is a complex system of internal and external (identification) elements, the integration of which ensures long–term success of brands. The problem of interdisciplinary research of branding at the junction of marketing
and psycholinguistics, the solution of which requires the joint efforts of specialists in relevant fields, is
outlined. Based on the analysis of modern research, the novelty of the work is substantiated, which
consists in the applied application of psycholinguistic tools for the formation of the correct associative
perception of the brand.
The aim of the study is to clarify the specifics of speech communication of the brand, taking
into account the interaction of external and internal psycholinguistic factors and their impact on the
formation of correct associative perception of the brand. To achieve this goal, the following tasks
are set: 1) to explain the logical and consequential need to disclose psycholinguistic factors in the
formation of associative perception of the brand; 2) to systematize research in this direction and to
form a scheme of psycholinguistic factors of formation of associative perception of a brand; 3) to
investigate the relationships between the factors shaping the associative perception of the brand and
demonstrate their interaction; 4) analyze the associative perception of the brand.
Materials & Methods. The following methods were used: systematic review or scientific
monitoring to substantiate the logical and consequential need to disclose psycholinguistic factors in
the formation of associative brand perception; phonetic and semantic analysis – to clarify the territorial
(geographical) differentiation of the associative perception of consumers of speech communication of
the brand; free associative experiment as a tool for measuring the unconscious components of the
semantic space of recipients.
Results. The most frequent associations with the concept of «brand» indicate its positive perception.
All associations are associated exclusively with the product form of the brand, which stimulates the
further development of branding in Ukraine. Analysis of the semantic criterion confirms that the
associative perception of the «brand», even in the scientific environment, remains at the level of
everyday life. Only 3.8% of reactions to associations with brand values related to emotions, the rest
relate to the rational component of brands. 96.2% of emotions consumers associate with positive
feelings: pleasure, joy, pride, enthusiasm.
The guarantee of the success of the correct associative perception of the brand by consumers
is the correlation between all these elements, the speech load of which provides effective two–way
communication of the brand with consumers.
Conclusions. The use of psycholinguistic tools in branding practice will improve the associative
perception of brand values and preferences strengthen the stability of associative brand images in
the consumer, which will increase the efficiency of the branding process and brand competitiveness.