When consumers have a positive experience with a product, they may be more likely to try other items from the same company. This phenomenon is known as the “brand halo.” Companies aim to use the reputation of one popular product to improve perceptions of their entire brand.
For example, analysts have pointed out that since its introduction in 2007, the iPhone has provided Apple with a strong brand halo. Similarly, Volkswagen’s ID. Buzz electric van was described by a spokesperson as a “halo” product intended to attract customers into showrooms even if they do not purchase that specific vehicle.
Chris Kempczinski, CEO of McDonald’s, has also referenced the idea in describing his own career. He said many opportunities “came through personal relationships, and I’d like to think that that’s because I had a positive brand halo out there.”
Barbara Kahn, marketing professor at the Wharton School, explained that “brand halo” stems from the psychological concept known as the halo effect. In this context, people tend to associate one positive attribute with others; for instance, assuming someone who is attractive is also intelligent or kind. In marketing terms, companies hope positive associations will extend from one product to others—a strategy sometimes called “brand extension.”
Kahn noted that successful brand extensions reinforce the original product’s reputation and create automatic associations for consumers. However, she cautioned that trying to link unrelated products can weaken the value of an established brand.
There are risks involved in relying on a single product for brand reputation. Negative events involving one item can affect perceptions of other products within the company. Additionally, maintaining a strong brand image requires significant investment.
Kahn also pointed out new challenges for marketers: “customers, influencers and artificial intelligence tools can spread messages that may or may not align with the one the company would itself promote.” She said marketers must now work harder than ever “to make sure your brand comes up top of mind with the associations you want it to have.”
This article originally appeared in The New York Times.
Copyright 2025
This story was originally published September 12, 2025 at 7:23 PM.
