Br 2

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  • 1. BRAND BASED CUSTOMER MODEL 1) HOW DO CONSUMERS CHOOSE A BRAND?  What kind of purchase process & purchase criteria do consumers use?  How do they rate your brand as opposed to competing brands by those criteria?  Who at the customer decides to make brand based purchases?& who else influences the decisions? 2) HOW DOES YOUR BRAND STACK UP AGAINST THE COMPETITION?  What brands do customers think compete with our brand?  What do our customers believe about the competing brands in our category?  What are the strengths & weaknesses of competitive brands? How does our brand compare on specific values & benefits?
  • 2. 3) WHAT OPPORTUNITIES EXIST FOR BRAND GROWTH & EXPANSION?  What are customers beliefs about our brand category?  What opportunities for extendibility or growth exist as a result?  What unmet customer needs wants might we address?
  • 3. BRAND DYNAMICS PYRAMID MODEL Bond Advantage Performance Relevance Presence
  • 4. BRAND VALUE PYRAMID
  • 5. CONSUMER VALUES & BRAND SELECTION  Consumer value is defined as a lasting belief that a particular type of Behavior, (ex) being honest, or courageous, or state of existence such as happiness, or security is worth striving for. Culture peer groups values Desired consequenc es Modified by situation Evaluate extent to which Brands, attributes match Situational consequences Choice of Brands
  • 6. HOW VALUES AFFECT BRAND CHOICE  The customer choice behavior is influenced by five consumption values. FUNCTIONAL VALUE CONDITIONAL VALUE SOCIAL VALUE BRAND CHOICE EMOTIONAL VALUE EPISTEMIC VALUE
  • 7. BRAND AS A RELATIONSHIP  Consumers choose brands in part because they seek to understand their self & to communicate aspects of their self to others.  If brands can be personified, then customers can have relationships with them. BRAND RELATIONSHIP 1. Love & passion. 2. Self concept connection. 3. Interdependence. 4. Commitment. 5. Intimacy. 6. Partner quality. 7. Nostalgic attachment.
  • 8. VALUES Vs. RESULTING RELATIONSHIP VALUES RESULTING RELATIONSHIPS Innovative ---------Team working ---------Caring ---------Fun ---------- Trust worthy, confidence Cooperative, Open Friendly, Altruistic Informal, Socially oriented
  • 9. INTERACTIVE PROCESS TO DEVELOP A RELATIONSHIP WHICH REINFORCES THE BRAND’S VALUES Identify Brand Values Define Relationship to Reinforce these Values Evaluate Customer’s Views About the Relationship Refine the Relationship Strategy Enable staff to enact the Desired Relationship Monitor Customer’s Reactions To the Relationship
  • 10. CUSTOMER RELATIONSHIP MODEL Brand Customer’s self concept Brand Image Possessions Brand Identity Driving Idea Brand Position Activities & Interests Brand Building Program Deep relationship • Functional benefit. • Emotional benefit. • Self Expressive Benefit. Values & Beliefs
  • 11. Four Questions Customers ask of Brands 1. Who are you? (brand identity) 2. What are you? (brand meaning) 3. What about you? What do I think or feel about you? (brand responses) 4. What about you and me? What kind of association and how much of a connection would I like to have with you? (brand relationships) 2.11
  • 12. Customer-Based Brand Equity Pyramid 4. RELATIONSHIPS == 4. RELATIONSHIPS What about you and me? What about you and me? RESONANCE JUDGMENTS PERFORMANCE 3. RESPONSE == 3. RESPONSE What about you? What about you? FEELINGS IMAGERY 2. MEANING == 2. MEANING What are you? What are you? 1. IDENTITY == 1. IDENTITY SALIENCE 2.12 Who are you? Who are you?
  • 13. Sub-Dimensions of CBBE Pyramid LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT QUALITY CREDIBILITY CONSIDERATION SUPERIORITY PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY & EMPATHY STYLE AND DESIGN PRICE WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT USER PROFILES PURCHASE & USAGE SITUATIONS PERSONALITY & VALUES HISTORY, HERITAGE & EXPERIENCES CATEGORY IDENTIFICATION NEEDS SATISFIED
  • 14. Making a Brand Strong: Brand Knowledge • Brand knowledge is the key to creating brand equity. • Brand knowledge consists of a brand node in memory with a variety of associations linked to it. • Brand knowledge has two components: brand awareness and brand image. 2.14