The Role of Building Triggers in Enhancing Corporate Brand Associations

Abstract

The phenomenon of market homogenization has intensified, resulting in increasingly fierce vicious competition among enterprises and loss of vitality in the development of the industry. Reduced consumer loyalty to enterprises and brands is the main manifestation of this phenomenon. This homogenized competition in the market will not only bring about a waste of corporate resources, but also lead to market mechanism failure and chaos in the industry. However, Barbie, POP Mart and KFC are three famous brands that have broken the market homogenization competition by establishing effective triggering mechanisms to promote consumers to generate brand associations and thus increase customer loyalty.We found that there are two types of triggers, one is external perception and the other is internal emotion. By choosing different stimulus points, companies can create effective triggers that have a wide range of communication and are closely related to the brand, and these triggers can help consumers form a cognitive system of the brand and deepen brand associations, thus increasing customer loyalty. This analysis helps other companies in the same industry to open up new marketing models. It helps enterprises to get rid of the phenomenon of market homogenization, reduce vicious competition in the industry, and maintain the healthy development of the industry.