Halo effect

The halo effect is the tendency to infer a range of positive attributes from one positive impression: a brand that feels likeable is also judged higher in quality, trustworthiness and innovation, without separate evidence per attribute. For marketing the halo cuts both ways. It is a lever: one strong, recognisable impression colours the whole brand image. And it is a measurement trap: in surveys, well-known and large brands score higher on almost every question, so differences between image items mostly measure brand size. Reading brand research without correcting for the halo means seeing detail where there is mostly overall impression.

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