A brand is designed to convey the uniqueness of its product and help differentiate it from competitors' offerings. However, consumers' shopping behaviour typically involves a minimum of effort with products being only scanned briefly. This study investigated the potential of exploiting a phenomenon known as semantic repetition blindness (SRB) to assess the implicit semantic association of brands. SRB occurs when only one of two conceptually related images is recalled from a sequence of items displayed in a rapid serial visual presentation. Using brand words and pictures, four product categories were tested for implicit conceptual categorization. Pictures of brands revealed SRB when brands of the same product category were presented. However, under the same conditions, brand words did not produce SRB. The importance of presenting brands in their familiar formats was also observed. The results indicate that this paradigm could be developed as a measure of implicit brand association and recognition.

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