Brand Formation is a new model currently under development to analyse the impact of brands on different consumer populations. The concept came out of our work on leadership, where we analysed the conscious and unconscious impact a leader may have in shaping collective response. The Brand Formation model predicts that brandcepts will have a similar kind of socio-psychological impact. In other words, they will attract attention, provoke positive attachment, stimulate commitment etc.

The Brand Formation model uses the Human Ecology web-based software systems of the Arena and Construct to analyse the complex kinds of attachments different consumer populations form with different brandcepts. The system allows us to

• Analyse the reactions of different consumer populations to the same brandcept
• Unpack the precise dimensions of hidden, unconscious psychological affect on ‘personality’ a brandcept is having
• Predict which demographic consumer populations may react favourably to a brandcept and which will not

The Band Formation model is in its early stages of development.

However, if successful, it will contribute to the

• Understanding of why different brands appeal to different populations
• Management of brands as psycho-social assets
• Potential development of future brandcepts

EP is based upon its own unique constructionist psychological theory developed