Halo (marketing)

Benefits to other products

Marketing activity can radiate benefits to a brand that is directly targeted. It may not be intentional.

Coca-Cola is an example of a company that is extremely adept at using this benefit. Since then, it has been possible to do so (for example, Cherry Coke in 1985, Vanilla Coke in 2003, and Coke with Lime in 2005). Coca-Cola as a brand remains innovative and relevant.

Halo for specific product attribute

With its full range of detergents and fabric softeners, Robijn also has a unique position, often using halo. Robin Series with attractive fragrances.

Present benefits to the same product

Television and Print advertising have been shown to reinforce one another. Where is the coupon? Redemptions increase. ^[1]

Future benefits to the same product

The 1966 version of a textbook and a software package named “The Marketing Game” calculated the remaining monetary value of the spillover effect when a product’s marketing budget was reduced. This is separate from, for example, the value of the name Coke to Diet Coke. ^[2]

The program labeled this value “halo effect.”

Halo effect as it applies above

Subsequent use ^[3] has extended the term halo effect to include the effect on the secondary target (s). Companies with large product portfolios use it to give their brand a specific image. By introducing a new variant of an existing product, the existing product can also get associations with innovative. This can be very effective if any changes are made to the product.

A published 2012 study ^[4] included this additional use as “Lastly, there are halo effects for instance, spend on TV was found to be influencing response in other channels.”

References