The Importance of Evoked Set and User Tracking in Building a Memorable Brand

The Importance of Evoked Set and User Tracking in Building a Memorable Brand

Introduction:
In today's highly competitive market, brands must strive to be the first ones that come to consumers' minds. This concept, known as the evoked set, refers to the subset of brands that consumers consider when making a purchase decision. Understanding evoked set and effectively tracking users are crucial for brands to survive and thrive in the industry.

The Evoked Set:
The evoked set is divided into two categories: the retrieval set and the non-retrieval set. The difference lies in the level of familiarity. The retrieval set consists of brands that consumers are aware of and have a certain level of understanding of their features. On the other hand, the non-retrieval set refers to brands that consumers are familiar with and have a basic understanding of their features but are not included in the top three brands they consider for purchase. Additionally, the rejection set comprises brands that consumers are aware of and understand their features but have no intention of purchasing.

Building Brand Equity:
Brand equity refers to the value of a brand, which is determined by factors such as brand awareness, brand association, perceived quality, brand loyalty, and other assets. The consideration of brands occurs in the order of their evoked set ranking, with the first choice being the brand that consumers think of initially. This emphasizes the importance of being the first brand that comes to mind when consumers think about a specific product category.

The Double Jeopardy Law:
The Double Jeopardy Law states that brands with a higher market share also have a larger customer base. Furthermore, these customers exhibit both behavioral and attitudinal loyalty towards the brand. In other words, brands with high market share not only attract more customers but also retain them more effectively.

The Zero Moment of Truth (ZMOT):
The ZMOT concept, introduced by Google in 2011, reveals that consumers already have a predetermined brand choice for about 70-80% of their purchases before visiting a physical store. This highlights the importance of being in the evoked set and maintaining a strong presence during the pre-purchase decision-making process.

Actionable Advice:

1. Increase Frequency of Brand Exposure: To be included in the evoked set and remain there, brands need to focus on frequency of exposure. This can be achieved by identifying fan influencers from existing customers and building long-term relationships based on trust and reliability. These influencers can help generate high-quality word-of-mouth recommendations consistently during the ZMOT.

2. Implement Effective User Tracking: User tracking is essential for accurately understanding and catering to the needs of individual customers. Amplitude, for example, utilizes three types of IDs - device ID, user ID, and Amplitude ID - to track users. By setting a user ID that remains consistent, brands can ensure that Amplitude recognizes and distinguishes between unique users accurately.

3. Prevent Merged User Issues: Merging user IDs is not possible, so it is crucial for brands to avoid creating new user IDs for existing users. Amplitude solves this problem by cross-referencing Amplitude IDs with an internal mapping system. Brands should follow best practices to ensure accurate user tracking and avoid confusion between separate users.

Conclusion:
In the modern business landscape, being the first brand that comes to mind is vital for success. Understanding the evoked set and effectively tracking users are key elements in achieving this goal. By increasing brand exposure, implementing efficient user tracking systems, and avoiding merged user issues, brands can position themselves as the most memorable and preferred choice for consumers.