1.
Brand Image and Affiliate Success
ASE17
@tonynwright

2.
What we’re going to talk about
• Brand Image and Perception – What is it?
• What is trouble and what is not
• Consumer Product Research Patterns
• Will Affiliates stay away from bad brands?
• What can Brands do?
• What can affiliates do?
• Brand Image and Perception – What is it?
• What is trouble and what is not
• Consumer Product Research Patterns
• Will Affiliates stay away from bad brands?
• What can Brands do?
• What can affiliates do?
@tonynwright

3.
“Your brand is what people
say about you when you’re
not in the room”
-- Jeff Bezos

4.
Brand = promise in a personality
Personality
Promise

5.
What is Brand Perception?
• It’s not what you say
• It is tied to what you do
• It’s not your advertising
• It is tied to your customer
service
• It’s not your social stance
• It is how CUSTOMERS and
potential CUSTOMERS see
you @tonynwright

6.
What drives Brand Perception?
1) Social Responsibility
• Supports good causes
• Environmental Responsibility
• Community Responsibility
2) Emotional Appeal
• Feel good about
• Admire and Respect
• Trust
@tonynwright

7.
What drives Brand Perception?
3) Products & Services
• High quality
• Innovative
• Value for the money
• Stands behind
4) Workplace Environment
• Rewards employees fairly
• Good place to work
• Good employees
@tonynwright

8.
What drives Brand Perception?
5) Financial Performance
• Outperforms competitors
• Record of profitability
• Low-risk investment
• Growth prospects
6) Vision & Leadership
• Market opportunities
• Excellent leadership
• Clear vision for the future
@tonynwright

9.
What’s Bad and What’s not
• BAD
• Bad Customer Reviews
• Bad word of Mouth
• Bad behavior by executives or
employees
• Bad products
• Bad Business Practices
@tonynwright

10.
What’s Bad and What’s not
• Not Bad
• Social Stands
• Honest Mistakes
• Missing the mark Marketing
• Disgruntled Employees (mostly)
• Honest but mostly positve reviews
@tonynwright

11.
Why do affiliates stay away from bad brands?
• Bad brands don’t convert
• Why trust a brand that can’t
take care of customers?
• No amount of advertising will
help a bad brand (mostly)
• Affiliates aren’t in the game
for their health
• Perception = Reality. If your
brand rep is bad, customers
won’t buy it from anyone
@tonynwright

12.
What can brands do?
• Proactive Reputation
Management
• Respond to reviews!
• Spend money on
customer service
• Take responsibility for
actions
@tonynwright

13.
What can affiliates do
• Monitor your brand’s
reputation. Tell them when
you see a problem
• Know your audience and
what they are sensitive too
• Push brands to do positive
reputation management
• Don’t risk your reputation
with a bad brand. It’s not
worth it.
@tonynwright

14.
THANK YOU FOR YOUR TIME!
Questions? Contact Tony Wright at
972-215-7167
Tony.wright@wrightimc.com
@tonynwright