Enham
Enham
cing
cing
loyalty
loyalty

Familiar
Familiar
ity
ity

Liking
Liking

Top of
Top of
mind
mind

Recall
Recall

R...
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Brand blobbing.

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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.

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Brand blobbing.

  1. 1. Enham Enham cing cing loyalty loyalty Familiar Familiar ity ity Liking Liking Top of Top of mind mind Recall Recall Recogn Recogn ition ition Brand Brand Loyalty Loyalty Brand Brand Awareness Awareness NonNoncustom custom ers ers Price Price switch switch ers ers Loyalty Loyalty segmen segmen tation tation Passiv Passiv ely ely loyal loyal Comm Comm itted itted Often ove & unde rlooked rinveste d Custom Custom er er loyalty loyalty == Brand Brand Value Value 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 Other Other Brand Brand Assets Assets Brand Brand Equity Equity Domin Domin ance ance Brand Brand Associati Associati ons ons Celebrity Celebrity spokesper spokesper son son Product Product Attributes Attributes Functio Functio nal nal benefits benefits Emotio Emotio nal/Self nal/Self express express ive ive benifits benifits Identity Identity Perceived Perceived Quality Quality Financi Financi alal perfor perfor mance mance Brand Brand Goodn Goodn ess ess Strategi Strategi c c thrust thrust (TQM) (TQM) Achieving perception of quality requires substance/credibility, knowledge of what it means to customer segments as well as a supportive culture & quality improvement process.
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