proximité de la marque

16:25 May 4, 2018
French to English translations [PRO]
Marketing - Advertising / Public Relations / Promotional event
French term or phrase: proximité de la marque
This is from a video presentation of a brand's in-store marketing campaign, with a list of figures:

"UNE ACTION PLEBISCITEE PAR LES CONSOMMATEURS
91 % DE COHERENCE D'IMAGE
83 % **DE PROXIMITE DE LA MARQUE**
89% D'INCITATION À L'ACHAT
16,6 % de PDM, +1,1 POINS VS N-1
DES FRANCAIS CONQUIS !
26 % DES CONSOMMATEURS EXPOSES A L'EXPERIENCE LA PARTAGENT SUR LEURS RESEAUX SOCIAUX"

Is "proximté DE la marque" different than AVEC la marque, which another thread translates as brand association/awareness? I've also found some examples of "brand proximity" in English, but not sure if it's all that common. There really isn't any other context, from what I can tell the events have already happened and they just have a few images about how great it was. I suppose brand awareness makes sense here, just wanted to make sure there isn't a nuance here with the "de marque".

Thanks!

Thanks!
Dianajoy
France
Local time: 14:00


Summary of answers provided
4 +1brand alignment
Caroline Marsh
4brand proximity
Clare Peartree
4Brand Similarity
Verginia Ophof
3brand accessibility
ormiston
3Relationship to
Posted via ProZ.com Mobile
Mauriceh


Discussion entries: 2





  

Answers


26 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5
brand proximity


Explanation:
I would rather translate this as "brand proximity", which, although seems to sound clumsy in English, is and up and coming term within the marketing sphere. I've added a reference which might bolster confidence in selecting this term.


    Reference: http://https://davidsontm.wordpress.com/2009/11/12/how-brand...
Clare Peartree
Local time: 13:00
Works in field
Native speaker of: Native in EnglishEnglish
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1 hr   confidence: Answerer confidence 4/5Answerer confidence 4/5
Brand Similarity


Explanation:
suggestion

Example sentence(s):
  • The degree of similarity a consumer believes there to be between two brands based on image and features is measured using five, nine-point statements.

    https://www.marketingscales.com/research/brand-similarity
Verginia Ophof
Belize
Local time: 06:00
Works in field
Native speaker of: English
PRO pts in category: 12
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3 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5
brand accessibility


Explanation:
Brand Accessibility | Branding Strategy Insider
https://www​.brandingstrategyinsider.com/ ...
Brand Accessibility. Brand accessibility is one of the five drivers of brand insistence

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Note added at 4 hrs (2018-05-04 20:25:42 GMT)
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I hasten to add, not in the sense of affordable, rather how close consumers feel to the brand (not too remote, forbidding, edgy, etc), how easily they can relate to it.

ormiston
Local time: 14:00
Specializes in field
Native speaker of: English
PRO pts in category: 20
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15 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5
Relationship to


Explanation:
Interesting how many people give English translations and definitions to French meanings and also literal translations as if proximity is used on the same way. French have their own marketing and don't necessarily copy the enlglish or US. Given the aspects of this passage (which is market research on consumers) and the different behaviours levels it is referring to I'd say proximity refers to the awareness or closeness a person has to a/that brand. Ie close proximity means high awareness, low equals low awareness. Rational being a consumer only purchase once he has awareness and or confidence in a brand unless the buying decisions is solely on price (which is increasingly rare). So I'd say it's degree of brand awareness. To test that try and translate "brand awareness" into French and see what you find.

Mauriceh
Switzerland
Local time: 14:00
Native speaker of: Native in FrenchFrench, Native in EnglishEnglish
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9 days   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
brand alignment


Explanation:
My marketing background tells me the best term here may be "brand alignment" - this term can be used to describe either a consumer's relationship to a brand, the extent to which they identify with the brand, or from the perspective of the brand itself - to what extent brand/company activity aligns with positioning and overall key messaging.


    Reference: http://https://www.lsb.com/uploads/brandworks/alignment.pdf
Caroline Marsh
France
Local time: 14:00
Works in field
Native speaker of: Native in EnglishEnglish

Peer comments on this answer (and responses from the answerer)
agree  Yolanda Broad
8 hrs
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