brand blobbing
DESCRIPTION
Here are some blobs for anyone working on their own brand of whatever it may be. While I believe brands are increasingly at the mercy of the audience or community, sometimes the old rules still apply.TRANSCRIPT
Brand Equity
Brand Equity
Brand Awareness
Brand Awareness
Brand Associati
ons
Brand Associati
ons
Perceived Quality
Perceived Quality
Other Brand Assets
Other Brand Assets
Brand LoyaltyBrand
Loyalty
Recognition
Recognition
RecallRecallFamiliarity
Familiarity
Top of mind
Top of mind
Dominance
Dominance
LikingLiking
Financial
performance
Financial
performance
Strategic thrust (TQM)
Strategic thrust (TQM)
Brand Goodn
ess
Brand Goodn
ess
Achieving perception of quality requires substance/credibility, knowledge of what it means to customer segments as well as a supportive culture & quality improvement process.
Customer
loyalty = Brand Value
Customer
loyalty = Brand Value
Enhamcing
loyalty
Enhamcing
loyalty
Brand loyalty is a key consideration when placing value on a brand. Its much less costly to retain customers than acquire new ones. Its also expensive for competitors to entice customers to change loyalties. Ways to enhance loyalties; Frequent buyer program, Customer Clubs, database marketing
Loyalty segmentation
Loyalty segmentation
Price switch
ers
Price switch
ers
Non-custom
ers
Non-custom
ers
Passively
loyal
Passively
loyal
Committed
Committed
Oft
en o
verl
ooke
d &
und
erin
vest
ed
IdentityIdentity
Emotional/Self express
ive benifits
Emotional/Self express
ive benifits
Functional
benefits
Functional
benefits
Product AttributesProduct
Attributes
Celebrity spokesper
son
Celebrity spokesper
son