Brands in Italy: 84% Fall into the Indifference Zone
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According to a new study by the communications company Havas, 84% of brands in Italy sit in a zone of indifference. The report, titled "The Science of Desire", analyses the way brands manage to create interest and desire among consumers. The figure concerns the relationship between companies and the Italian public.
The study uses the term "zone of indifference" to describe those brands that do not provoke strong emotions in people. These brands are recognised by consumers, but they are not chosen with conviction nor remembered easily. In a very crowded market, where offers are numerous and similar to one another, this position can make it harder to stand out from the competition.
The result highlights an important challenge for Italian companies, which must find new ways to engage the public. According to the research, building an emotional bond with consumers can be decisive for loyalty and purchasing choices. The report therefore offers useful insights for marketing and communication, although the full details of the analysis were not reported in the reference article.
Sources: Media Key
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