In Figure 5 we zoom in on the associations linked to the negative attitude and the positive one, and it should be noted again that the negative ones were mentioned more often than the positive ones (42.7% versus 24.2%).
Figure 5. Negative and positive attitude associations towards personal brand Johan Derksen.
Figure 5 negative and positive attitude associations towards Johan Derksen.
People are mainly negative about the fact that Derksen looks unkempt, he is negative, irritating, a jerk, rude and a racist. These associations form a brand problem for Derksen, but it is clear that racism is a small part of it. He looks awful and is irritating. People are positive about the fact that he has knowledge of the subject, is critical, a nice, honest sincere man, nice too.
Let us now zoom in on Akwasi. Akwasi is a lesser-known brand than Johan Derksen, which means that associations are not yet very strongly anchored in the memory of the Dutch public. india telegram data This has the advantage that new associations can be linked more easily, but the disadvantage that this applies to both positive and negative associations. Let us look at the direction and uniqueness of the associations that are strongly linked to Akwasi, see figure 6.
Figure 6. Points of Parity and Points of Difference from Akwasi.
Associations at Akwasi
The category associations are also very strong with Akwasi: 58.7% of the associations with Akwasi are about him as a rapper, singer and spoken word artist. The second association is however a brand problem: more than a quarter (26.6%) has a negative association with what Akwasi does, which is strongly negative (score 2.2) and unique to Akwasi (score 4.3).
A negative attitude as a second association is bad news, because that is the gateway to brand resonance. As long as it is negative, people will not like Akwasi. Furthermore, Akwasi.
