The document discusses how consumer brand relationships have fundamentally changed in the digital media landscape. It proposes moving from traditional perspectives of brand perceptions to understanding the two-way relationship between consumers and brands. This involves listening to both the brand and consumer perspectives to understand the nature of their relationship. There are five universal relationship types identified - reinforcement, identification, role model, self-differentiation, and playful. Strong consumer brand relationships can positively impact brand acquisition, retention, pricing power, valuation multiples, and word-of-mouth communication. The study methodology involved surveys of over 1500 consumers evaluating brands across categories and collecting business metrics for 30 brands.
BlackBar Consulting's branding models connect the development of consumer franchises with brand relationships to strengthen market position and valuation multiples.
Getting consumers to feel that a brand “shares their values” (SMV) seems to be among marketers’ top priorities these days. This presentation demonstrates that that guiding brand development via SMV is fraught with brand values contradiction and low returns in terms of acquisition, retention and generating social brand behavior. "Share my value" can produce brand shizophrenia.
This document discusses assessing consumer brand relationships across borders between Mexico and the USA. It presents BlackBar Consulting's model for measuring consumer brand relationships, which considers both brand perceptions and brand experiences/attitudes. The study measured brand relationships for various categories in Mexico and the USA. Key findings include reinforcement being the most important relationship in Mexico while identification was strongest in the USA. Brand relationships influence franchise development and pricing power in both countries. Relationship profiles differed across some categories and brands between the two countries.
Relational branding – A New Paradigm for Modeling Marketplace Effects of CBRBlackBar Consulting
This document discusses relational branding, a new paradigm for modeling consumer-brand relationships (CBR). It argues that previous models based on interpersonal relationships are imperfect for CBR and that a psychological model based on relational psychology is more appropriate. Relational psychology views relationships as influencing identity formation rather than innate drives. The document presents a study that identifies five universal brand relationships (reinforcement, identification, role model, self-differentiating, and playful) and finds these relationships influence financial metrics like market capitalization through building relationship equity and a stable customer franchise.
Identification and Measurement of Consumer Brand RelationshipsBlackBar Consulting
The document discusses identifying and measuring consumer-brand relationships. It defines a brand relationship as the combination of a specific brand image and the attitude of the brand. It identifies five universal brand relationships - Reinforcement, Identification, Role Model, Self-Differentiating, and Playful - that have emergent properties. These relationships are not additive and impact financial returns. Relationship equity, which is the combined effect of the relationships, influences sales to market cap ratio, operating profit, and stable franchise size. Different relationships contribute to acquiring and maintaining franchise.
Thoughts on finding consumer meaning and motivation behind the consumer behavior in those big internet data bases.
The meanings and motivations that form Consumer Brand Relationships have a lot to do with understanding and impacting the consumer brand behavior tracked in the big internet data bases. And that behavior when correctly combined with CBR can more efficiently and effectively build your consumer brand franchise
1. The document analyzes brand relationships and their contribution to market value for Google, Apple, Facebook, YouTube, and LinkedIn. It finds that brand relationship equity accounts for about 40% of market value on average.
2. Google derives most of its market value from strong brand relationships like identification and reinforcement, while Apple's market value is dominated by operating profits. LinkedIn's value came entirely from brand relationships as it had no profits.
3. Google has the strongest brand relationships overall, particularly for identification which enhances customer self-expression through Google's variety of tools. Reinforcement relationships also contribute significantly to market value.
BlackBar Consulting's branding models connect the development of consumer franchises with brand relationships to strengthen market position and valuation multiples.
Getting consumers to feel that a brand “shares their values” (SMV) seems to be among marketers’ top priorities these days. This presentation demonstrates that that guiding brand development via SMV is fraught with brand values contradiction and low returns in terms of acquisition, retention and generating social brand behavior. "Share my value" can produce brand shizophrenia.
This document discusses assessing consumer brand relationships across borders between Mexico and the USA. It presents BlackBar Consulting's model for measuring consumer brand relationships, which considers both brand perceptions and brand experiences/attitudes. The study measured brand relationships for various categories in Mexico and the USA. Key findings include reinforcement being the most important relationship in Mexico while identification was strongest in the USA. Brand relationships influence franchise development and pricing power in both countries. Relationship profiles differed across some categories and brands between the two countries.
Relational branding – A New Paradigm for Modeling Marketplace Effects of CBRBlackBar Consulting
This document discusses relational branding, a new paradigm for modeling consumer-brand relationships (CBR). It argues that previous models based on interpersonal relationships are imperfect for CBR and that a psychological model based on relational psychology is more appropriate. Relational psychology views relationships as influencing identity formation rather than innate drives. The document presents a study that identifies five universal brand relationships (reinforcement, identification, role model, self-differentiating, and playful) and finds these relationships influence financial metrics like market capitalization through building relationship equity and a stable customer franchise.
Identification and Measurement of Consumer Brand RelationshipsBlackBar Consulting
The document discusses identifying and measuring consumer-brand relationships. It defines a brand relationship as the combination of a specific brand image and the attitude of the brand. It identifies five universal brand relationships - Reinforcement, Identification, Role Model, Self-Differentiating, and Playful - that have emergent properties. These relationships are not additive and impact financial returns. Relationship equity, which is the combined effect of the relationships, influences sales to market cap ratio, operating profit, and stable franchise size. Different relationships contribute to acquiring and maintaining franchise.
Thoughts on finding consumer meaning and motivation behind the consumer behavior in those big internet data bases.
The meanings and motivations that form Consumer Brand Relationships have a lot to do with understanding and impacting the consumer brand behavior tracked in the big internet data bases. And that behavior when correctly combined with CBR can more efficiently and effectively build your consumer brand franchise
1. The document analyzes brand relationships and their contribution to market value for Google, Apple, Facebook, YouTube, and LinkedIn. It finds that brand relationship equity accounts for about 40% of market value on average.
2. Google derives most of its market value from strong brand relationships like identification and reinforcement, while Apple's market value is dominated by operating profits. LinkedIn's value came entirely from brand relationships as it had no profits.
3. Google has the strongest brand relationships overall, particularly for identification which enhances customer self-expression through Google's variety of tools. Reinforcement relationships also contribute significantly to market value.
This document discusses reference groups and word-of-mouth communication in consumer behavior. It defines reference groups as sources of comparison, influence, and norms that shape people's opinions and behaviors. The main types of reference groups mentioned are family, social class, culture, and subculture. Word-of-mouth is communication where satisfied customers tell others about businesses, products, or services. Normative and comparative influences of reference groups are described. Factors that affect reference group influence and word-of-mouth are also summarized briefly.
Brand Personification in the Digital Age: How has the evolution of social med...Keely Galgano
The purpose of this paper is to examine the marketing landscape through the lens of digital and social media, and, ultimately, to discuss how this evolution impacts the establishment, maintenance, and characteristics of consumer-brand relationships. Past studies of consumer-brand relationships have focused heavily on the elements of social psychology reflected in the connections formed with brands. However, many researchers have questioned the application of human relationship theory as applied to inanimate objects or brands. With the advent of social media as a marketing tool, brands are quickly taking on human characteristics and working to engage consumers in conversation. With this increased personification, relational norms can be applied to current and future consumer behavior with new relevance.
The document discusses brand image and its relationship to brand equity. It makes several key points:
1. Brand image is defined as the perceptions and associations connected to a brand that are held in a consumer's memory. It is made up of various attributes, benefits, and attitudes.
2. A brand's image is influenced by sub-images of the company, product, and typical user. It also takes on personality traits.
3. Maintaining a strong, positive brand image through consistent marketing activities is the driver of brand equity and increased profits. Understanding the brand meaning for consumers is important for effective management.
4. Various dimensions like attributes, benefits, and attitudes contribute to how consumers perceive the overall
Building A Brand: creating provocative brands that people care about. From brand architecture to fulfilling emotional needs to the path through purchase this is a creative guide to developing brand ideas.
Marketing involves creating value for and building relationships with customers. Companies market a variety of offerings including goods, services, ideas and organizations. The goal is to gain attention or a response from prospects. Effective marketing adapts to changing customer needs. It satisfies customer needs through market offerings while setting proper expectations and focusing on long-term customer satisfaction and value. Companies can focus on production, products, selling or marketing, with marketing orientation emphasizing customer value. Relationship and integrated marketing aim to deliver superior value through coordinated programs. Internal marketing and performance marketing also support customer goals.
Presentation given at the 2nd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Chris Malone
Nicolas Kervyn
Susan Fiske
This lecture discusses how consumers are influenced by others and seek to conform to social groups. Reference groups that consumers aspire to or are members of can influence product choices. Opinion leaders who are experts, socially active, and similar to other consumers significantly impact purchase decisions through word-of-mouth recommendations. New social media is accelerating the spread of information and recommendations between consumers, with negative word-of-mouth carrying more weight than positive word-of-mouth. Marketers must understand how consumers are influenced by others in social networks and groups.
A case study on HSBC about motivation and personality in Consumer Behavior. In this case study, HSBC targeted some dominant motives to persuade local consumer to their banking strategy.
The document discusses the differences between brand identity and brand image. Brand identity is what a company wants to represent and is controlled through branding elements. Brand image is the perception of the brand formed in customers' minds based on their experiences and marketing. A strong brand identity is important because it increases brand awareness and encourages loyalty by forming an emotional connection with customers. Developing a brand identity strategically helps a brand stand out from competitors.
Impact of Celebrity Endorsement on the image of brand on Customer's mindinventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
An PPT on Consumer Behaviour and Market SegmentationMOHD AMAAN HASAN
This document provides information about consumer behavior and market segmentation. It lists the names of students and their teacher. It then defines consumer behavior and explains why understanding it is important for marketers. It discusses the four types of consumer behavior and different factors that influence consumer decisions. The document also defines market segmentation and explains the need for it and its benefits. It describes different types of market segmentation including demographic, psychographic, behavioral, and geographic segmentation. Finally, it discusses the importance of conducting a consumer behavior audit to understand internal and external influences on consumers.
Impact of Social Media on Products & Brands, Online Marketing & Social Media...Akshay Krishnapurkar
- Introduction
- Social Media Statistics
- Popular Social Media Channels
- How Social Media Marketing Helps Businesses Meet Marketing Goals
- Best Social Media Marketing Tips
- Consumer Behaviour on Social Media
- Consumer Decision Process
- How social media influence the consumer buying behaviour ?
- E-Commerce
- Factors of Online Customer Behavior
- Filtering Elements
- 10 Factors that Influence Customer Buying Behaviour Online
- Social Marketing vs Social Media Marketing
The role of product category for brand relationships CBR Conference
This document summarizes a research paper that studied the effect of product category on consumer brand relationships and brand love. It conducted surveys across four product categories (soft drinks, mobile phones, shoes, cars) with 800 respondents total. The study found that while the direction of the relationships between brand love, loyalty, purchase intention and word-of-mouth were consistent across categories, the intensity of the relationships differed by category. Product categories with high brand concentration had better model fit than those with more brands, suggesting brand love depends more on differences between brands within a category than across categories. The paper advances the understanding of consumer brand relationships and how product category may influence brand love.
The document discusses various aspects of brand identity and positioning. It begins by explaining that brand identity is the purpose for which a brand is created and goes beyond image. It then discusses dimensions of identity, including the brand as a product, organization, person and symbol. It also explains the concepts of inner and outer identity. Brand positioning is described as placing a brand in the customer's mind relative to competitors. The document also discusses tools for analyzing brand identity and positioning such as brand personality scales and multi-dimensional scaling. Finally, it covers repositioning brands over time as market conditions change.
Consumer behavior and factors influencing consumer behaviorWish Mrt'xa
The document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors encompass elements like culture, subcultures, and social classes that shape consumer values and preferences. Social factors include reference groups, family influences, and social roles/status. Personal factors pertain to individual characteristics like age, lifestyle, and income that affect purchasing decisions. Psychological factors are motivations, perceptions, learning, and beliefs/attitudes that drive consumer behavior at a subconscious level. Understanding these various influences is important for analyzing consumer decision-making processes.
Kate Austin-Avon of Advokate, LLC, delivered this presentation on Developing Your Brand on Thursday, October 22, 2015, at SUNY Adirondack for the Adirondack Business Development Partnership and the Adirondack Regional Chamber of Commerce.
This document discusses concepts related to brand identity and communication. It defines a brand as a name, symbol or design that identifies a seller's goods and services and differentiates them from competitors. Brand identity is the outward expression of a brand as assembled by its owner to convey a desired perception, in contrast to brand image which is the customer's mental picture. The goal is to bridge the gap between identity and image. Effective communication is key to connecting consumers to the brand in line with its strategy using elements like name, logo and colors. Brand personification is presented as a technique to understand brand perception by attributing human characteristics like gender, age and activities.
The Human Truths Behind Consumer BehaviourXPotential
The document is a newsletter from XPotential titled "Market Watch - July 2013" that discusses insights into consumer behavior. It contains several articles that highlight the importance of understanding consumer personality and motivations. One article discusses how brands like Starbucks and Coca-Cola have benefited from incorporating consumers' names into their marketing. Another article examines how retailers can improve shoppers' experiences by making them feel more capable and in control of their purchasing decisions. A final article analyzes Abercrombie & Fitch's strategy of targeting only "popular and beautiful" consumers and how this has recently backfired.
This document discusses new brand management techniques, focusing on measuring relationships between consumers and brands. It describes Millward Brown's Brand Dynamics model, which measures consumer attitudes, opinions, and beliefs about brands over time to observe how marketing activities impact the brand-consumer relationship. Content marketing is also discussed, noting that today consumers generate content and brands communicate directly with consumers through their own channels on social media. The importance of engagement programs is explained, noting they allow brands to build communities and reward loyal customers with memorable experiences.
The document provides an overview of branding and brand equity from several perspectives. It discusses how branding can be applied to different entities and defines brand equity as the added value provided to products and services by branding. Several models for measuring and understanding brand equity are described, including the Brand Asset Valuator model, Brandz, and the Brand Resonance model. The document also covers topics like the advantages of strong brands, brand promises, internal branding, brand communities, measuring brand equity, and managing brand equity through reinforcement, determining brand worth, and brand revitalization.
This document discusses reference groups and word-of-mouth communication in consumer behavior. It defines reference groups as sources of comparison, influence, and norms that shape people's opinions and behaviors. The main types of reference groups mentioned are family, social class, culture, and subculture. Word-of-mouth is communication where satisfied customers tell others about businesses, products, or services. Normative and comparative influences of reference groups are described. Factors that affect reference group influence and word-of-mouth are also summarized briefly.
Brand Personification in the Digital Age: How has the evolution of social med...Keely Galgano
The purpose of this paper is to examine the marketing landscape through the lens of digital and social media, and, ultimately, to discuss how this evolution impacts the establishment, maintenance, and characteristics of consumer-brand relationships. Past studies of consumer-brand relationships have focused heavily on the elements of social psychology reflected in the connections formed with brands. However, many researchers have questioned the application of human relationship theory as applied to inanimate objects or brands. With the advent of social media as a marketing tool, brands are quickly taking on human characteristics and working to engage consumers in conversation. With this increased personification, relational norms can be applied to current and future consumer behavior with new relevance.
The document discusses brand image and its relationship to brand equity. It makes several key points:
1. Brand image is defined as the perceptions and associations connected to a brand that are held in a consumer's memory. It is made up of various attributes, benefits, and attitudes.
2. A brand's image is influenced by sub-images of the company, product, and typical user. It also takes on personality traits.
3. Maintaining a strong, positive brand image through consistent marketing activities is the driver of brand equity and increased profits. Understanding the brand meaning for consumers is important for effective management.
4. Various dimensions like attributes, benefits, and attitudes contribute to how consumers perceive the overall
Building A Brand: creating provocative brands that people care about. From brand architecture to fulfilling emotional needs to the path through purchase this is a creative guide to developing brand ideas.
Marketing involves creating value for and building relationships with customers. Companies market a variety of offerings including goods, services, ideas and organizations. The goal is to gain attention or a response from prospects. Effective marketing adapts to changing customer needs. It satisfies customer needs through market offerings while setting proper expectations and focusing on long-term customer satisfaction and value. Companies can focus on production, products, selling or marketing, with marketing orientation emphasizing customer value. Relationship and integrated marketing aim to deliver superior value through coordinated programs. Internal marketing and performance marketing also support customer goals.
Presentation given at the 2nd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Chris Malone
Nicolas Kervyn
Susan Fiske
This lecture discusses how consumers are influenced by others and seek to conform to social groups. Reference groups that consumers aspire to or are members of can influence product choices. Opinion leaders who are experts, socially active, and similar to other consumers significantly impact purchase decisions through word-of-mouth recommendations. New social media is accelerating the spread of information and recommendations between consumers, with negative word-of-mouth carrying more weight than positive word-of-mouth. Marketers must understand how consumers are influenced by others in social networks and groups.
A case study on HSBC about motivation and personality in Consumer Behavior. In this case study, HSBC targeted some dominant motives to persuade local consumer to their banking strategy.
The document discusses the differences between brand identity and brand image. Brand identity is what a company wants to represent and is controlled through branding elements. Brand image is the perception of the brand formed in customers' minds based on their experiences and marketing. A strong brand identity is important because it increases brand awareness and encourages loyalty by forming an emotional connection with customers. Developing a brand identity strategically helps a brand stand out from competitors.
Impact of Celebrity Endorsement on the image of brand on Customer's mindinventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
An PPT on Consumer Behaviour and Market SegmentationMOHD AMAAN HASAN
This document provides information about consumer behavior and market segmentation. It lists the names of students and their teacher. It then defines consumer behavior and explains why understanding it is important for marketers. It discusses the four types of consumer behavior and different factors that influence consumer decisions. The document also defines market segmentation and explains the need for it and its benefits. It describes different types of market segmentation including demographic, psychographic, behavioral, and geographic segmentation. Finally, it discusses the importance of conducting a consumer behavior audit to understand internal and external influences on consumers.
Impact of Social Media on Products & Brands, Online Marketing & Social Media...Akshay Krishnapurkar
- Introduction
- Social Media Statistics
- Popular Social Media Channels
- How Social Media Marketing Helps Businesses Meet Marketing Goals
- Best Social Media Marketing Tips
- Consumer Behaviour on Social Media
- Consumer Decision Process
- How social media influence the consumer buying behaviour ?
- E-Commerce
- Factors of Online Customer Behavior
- Filtering Elements
- 10 Factors that Influence Customer Buying Behaviour Online
- Social Marketing vs Social Media Marketing
The role of product category for brand relationships CBR Conference
This document summarizes a research paper that studied the effect of product category on consumer brand relationships and brand love. It conducted surveys across four product categories (soft drinks, mobile phones, shoes, cars) with 800 respondents total. The study found that while the direction of the relationships between brand love, loyalty, purchase intention and word-of-mouth were consistent across categories, the intensity of the relationships differed by category. Product categories with high brand concentration had better model fit than those with more brands, suggesting brand love depends more on differences between brands within a category than across categories. The paper advances the understanding of consumer brand relationships and how product category may influence brand love.
The document discusses various aspects of brand identity and positioning. It begins by explaining that brand identity is the purpose for which a brand is created and goes beyond image. It then discusses dimensions of identity, including the brand as a product, organization, person and symbol. It also explains the concepts of inner and outer identity. Brand positioning is described as placing a brand in the customer's mind relative to competitors. The document also discusses tools for analyzing brand identity and positioning such as brand personality scales and multi-dimensional scaling. Finally, it covers repositioning brands over time as market conditions change.
Consumer behavior and factors influencing consumer behaviorWish Mrt'xa
The document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors encompass elements like culture, subcultures, and social classes that shape consumer values and preferences. Social factors include reference groups, family influences, and social roles/status. Personal factors pertain to individual characteristics like age, lifestyle, and income that affect purchasing decisions. Psychological factors are motivations, perceptions, learning, and beliefs/attitudes that drive consumer behavior at a subconscious level. Understanding these various influences is important for analyzing consumer decision-making processes.
Kate Austin-Avon of Advokate, LLC, delivered this presentation on Developing Your Brand on Thursday, October 22, 2015, at SUNY Adirondack for the Adirondack Business Development Partnership and the Adirondack Regional Chamber of Commerce.
This document discusses concepts related to brand identity and communication. It defines a brand as a name, symbol or design that identifies a seller's goods and services and differentiates them from competitors. Brand identity is the outward expression of a brand as assembled by its owner to convey a desired perception, in contrast to brand image which is the customer's mental picture. The goal is to bridge the gap between identity and image. Effective communication is key to connecting consumers to the brand in line with its strategy using elements like name, logo and colors. Brand personification is presented as a technique to understand brand perception by attributing human characteristics like gender, age and activities.
The Human Truths Behind Consumer BehaviourXPotential
The document is a newsletter from XPotential titled "Market Watch - July 2013" that discusses insights into consumer behavior. It contains several articles that highlight the importance of understanding consumer personality and motivations. One article discusses how brands like Starbucks and Coca-Cola have benefited from incorporating consumers' names into their marketing. Another article examines how retailers can improve shoppers' experiences by making them feel more capable and in control of their purchasing decisions. A final article analyzes Abercrombie & Fitch's strategy of targeting only "popular and beautiful" consumers and how this has recently backfired.
This document discusses new brand management techniques, focusing on measuring relationships between consumers and brands. It describes Millward Brown's Brand Dynamics model, which measures consumer attitudes, opinions, and beliefs about brands over time to observe how marketing activities impact the brand-consumer relationship. Content marketing is also discussed, noting that today consumers generate content and brands communicate directly with consumers through their own channels on social media. The importance of engagement programs is explained, noting they allow brands to build communities and reward loyal customers with memorable experiences.
The document provides an overview of branding and brand equity from several perspectives. It discusses how branding can be applied to different entities and defines brand equity as the added value provided to products and services by branding. Several models for measuring and understanding brand equity are described, including the Brand Asset Valuator model, Brandz, and the Brand Resonance model. The document also covers topics like the advantages of strong brands, brand promises, internal branding, brand communities, measuring brand equity, and managing brand equity through reinforcement, determining brand worth, and brand revitalization.
C-Suite executives, corporate researchers and their agencies recognize that we are no longer driving on a one-way street. We have always known how important it is to manage both brand equity and customer equity. What’s different today is that the full power of marketing will come from understanding and managing them jointly. Our new research has clear implications for strategy and creative. It shows that personally relevant experiences with a brand, the specific experiences that are really meaningful to consumers, are highly correlated with brand usage and preference, and even more so with growing the customer base: acquiring new customers and winning back lapsed customers. At BrandPanorama, we help clients unlock the full value of their brands by understanding how brand equity builds customer equity and how we can forge and sustain these dynamic relationships between brands and consumers
Social media leads to fundamental change in companies, it is far more than marketing or simply new marketing tools. This presentation outlines the impact of social media on business and how business should deal with it.
Social Marketing and Leveraging InfluencersBolaji Okusaga
Today, consumer expectation is on the rise and technologies are changing at a dizzying pace. At a time like this, we take a look at the place of influence in Social Media Marketing.
Word-of-mouth marketing (WOMM) is when customers share their experiences and opinions about a company's products and services with others. It is a free and effective form of advertising. Netflix is an example of a company that utilizes WOMM through personal recommendations on social media. To encourage positive WOMM, companies should focus on exceeding customer expectations and providing opportunities for customer engagement. Monitoring both customer lifetime value and customer referral value can help companies optimize their WOMM strategy.
The Razorfish Social Influence Marketing Survey found that:
1) Top-down branding will become less effective as social media usage grows and consumers rely more on personal networks for recommendations.
2) Consumers are influenced by social networks at all stages of the purchase funnel, from awareness to post-purchase feedback.
3) Brand management must focus on transparency and strong consumer connections through social platforms to build trust, as consumers do not fully trust marketing efforts on social media.
The survey found that social influencers have a significant impact on consumers' brand awareness, consideration, and purchasing decisions. Known peer influencers have the strongest influence, especially in the later stages of the marketing funnel. While top-down branding remains important, brands must also participate in conversations on social media to connect with consumers. The type of influencer that matters most varies depending on the industry and stage in the purchase process. Brands need to understand who influences their target consumers and how influence changes throughout the marketing funnel.
Fluent: The Razorfish Social Influence Marketing ReportMatthew Pantoja
The Razorfish Social Influence Marketing Survey found that:
1) Top-down branding will become less effective as social media usage grows and consumers rely more on personal networks for recommendations.
2) Consumers are influenced by social networks at all stages of the purchase funnel, from awareness to post-purchase feedback.
3) Brand management must focus on transparency and strong consumer connections through social platforms to build trust, as consumers do not fully trust marketing efforts on social media.
The survey found that social influencers have a significant impact on consumers' brand awareness, consideration, and purchasing decisions. Known peer influencers have the strongest influence, especially in the later stages of the marketing funnel. While top-down branding remains important, brands must also participate in conversations on social media to connect with consumers. The type of influencer that matters most varies depending on the industry and stage in the purchase process. Brands need to understand who influences their target consumers and how influence changes throughout the marketing funnel.
The Razorfish Social Influence Marketing Survey found that:
1) Top-down branding will become less effective as social media usage grows and consumers rely more on personal networks for recommendations.
2) Consumers are influenced by social networks at all stages of the purchase funnel, from awareness to post-purchase feedback.
3) Brand management must focus on transparency and strong consumer connections through social platforms to build trust, as consumers do not fully trust marketing efforts on social media.
Fluent: The Razorfish Social Influence Marketing ReportRazorfish
Fluent: The Razorfish Social Influence Marketing Report. This report touches on how Social Influence Marketing encompasses every part of marketing and every dimension of an organization. A survey with 1,000 consumers plus six months worth of conversational data serve as the backbone of the findings in this report. We also introduce the SIM score, a simple but groundbreaking index for the social web.
The survey found that social influencers have a significant impact on consumers' brand awareness, consideration, and purchasing decisions. Known peer influencers have the strongest influence, especially in the later stages of the marketing funnel. While top-down branding remains important, brands must also participate in conversations on social media to connect with consumers. The type of influencer that matters most varies depending on the industry and stage in the purchase process. Brands need to understand who influences their target consumers and how influence changes throughout the marketing funnel.
The survey found that social influencers have a significant impact on consumers' brand awareness, consideration, and purchasing decisions. Known peer influencers have the strongest influence, especially in the later stages of the marketing funnel. While top-down branding remains important, brands must also participate in conversations on social media to connect with consumers. The type of influencer that matters most varies depending on the industry and stage in the purchase process. Effective social influence marketing requires understanding who influences consumers and how that influence changes.
The survey found that social influencers have a significant impact on consumers' brand awareness, consideration, and purchasing decisions. Known peer influencers have the strongest influence, especially in the later stages of the marketing funnel. While top-down branding remains important, brands must also participate in conversations on social media to connect with consumers. The type of influencer that matters most varies depending on the industry and stage in the purchase process. Brands need to understand who influences their target consumers and how influence changes throughout the marketing funnel.
The Razorfish Social Influence Marketing Survey found that:
1) Top-down branding will become less effective as social media usage grows and consumers rely more on personal networks for recommendations.
2) Consumers are influenced by social networks at all stages of the purchase funnel, from awareness to post-purchase feedback.
3) Brand management must focus on transparency and strong consumer connections through social platforms to build trust, as consumers do not fully trust marketing efforts on social media.
The survey found that traditional top-down branding is becoming less effective as social media grows. Consumers rely on their personal networks to learn about products and services, and influence each other's opinions. Both active social media users and less frequent users are influenced by social influencers in their purchase decisions across different industries. The findings suggest that brands must connect more directly with consumers and be more transparent, as consumers shape brands through social platforms but do not fully trust brands' own marketing efforts on social media.
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
The document discusses how brands can utilize customer conversations on social media to inform their digital marketing strategies. It describes how brands can analyze conversations to understand topics of interest, customer perceptions, influential users, and optimal times to engage. This allows brands to effectively communicate with customers and ensure their messages are relevant to customers' expectations.
The document discusses word of mouth (WOM) marketing and how it has evolved with the rise of digital and social media. Friends and family are still the top influencers on consumer purchasing decisions. Electronic word of mouth (eWOM) has expanded WOM's reach beyond immediate social circles through online reviews, social networks, blogs and more. Marketers are increasingly focusing on eWOM and social media marketing but still face challenges in accurately measuring their impact. New "stakeholders" like activists and social media leaders also influence brands and should be engaged in dialogue by marketers. Building trust remains important for effective WOM and eWOM strategies.
Similar to A Brand for All Media - Consumer Brand Relationships and their Influence on Franchise Development in the Changing Media Landscape (20)
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
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A Brand for All Media - Consumer Brand Relationships and their Influence on Franchise Development in the Changing Media Landscape
1. A Brand for All Media
Consumer Brand Relationships and their
Influence on Franchise Development in the
Changing Media Landscape
Max Blackston, Melissa Kalish, Ed Lebar
February 2014
2. The Changing Landscape
•
•
•
•
Digital/mobile/social has fundamentally changed the way people and
brands interact and challenged established norms in understanding,
developing and measuring brands.
New distribution and communication channels, dramatic innovations
impacting the shopping experience and the fact that brand owners
now share control of their reputation with consumers have, at the
same time, created opportunities for marketers to build stronger and
more meaningful connections with their audiences.
To take advantage of these new opportunities, it is no longer
sufficient to think of and measure brands in traditional ways, i.e.
brand attributes, awareness, consideration and usage.
To build stronger consumer engagement and advocacy, and fully
take advantage of new communications opportunities, it is
necessary to deeply understand the nature of the relationship
between consumer and brand so that appropriate messages and
communications channels can be optimized.
3. Moving from Traditional Consumer Perspectives
to Consumer Brand Relationships
• Understanding brand relationships is just like understanding
any other relationship.
• In the consumer/brand relationship – as in all relationships –
there are two participants, two sets of attitudes being
expressed, and two sets of behaviors that need to be
understood before the nature of the relationship can be
understood.
• This means that we need to listen to both sides of “the
conversation”
4. Listening to both sides of the
conversation
There is a dialogue between brand and consumer going on
inside the consumer’s mind
•
In most research we elicit and measure only one side of that dialogue – the
one that reflects consumers’attitudes toward the brand – brand image
•
But there is a second side to this dialogue, which reflects the brand’s attitudes
toward the consumer, which are a measure of how someone feels as a result
of interaction with the brand
Essentially, we need to ask the consumer not only what s/he
thinks of the brand, but also what the brand thinks of him or her
•
Not just Brand Perceptions – what you tell consumers about your brand – but
also Brand Attitudes – what you make your brand tell consumers about
themselves
•
Not just Brand Use - what the consumer does with your brandbut also Brand Experiences - what your brand does with the
consumer
5. Our Perspective on Brand Relationships
Not just what you tell
consumers about
your brand or what
the consumer does
with your brand.
Based on relational
psychology. Brands is seen
Brand Relationship are
as “Transitional Objects”
defined by the
tells consumers about themselves - and what it
Brand relationships are
combination of a specific
defined image with a
brand by the combination of
Brand Perceptions
Brand Perceptions /Attitudes
specific attitude of the
and Brand Experiences.
brand;
Brand Relationships are a two
way street.
But also what your
brand tells
consumers about
themselves - and
what the brand does
with the consumer
7. BRAND ATTITUDES/EXPERIENCES
Self-Esteem
BRAND
PERCEPTIONS
Functionality
• Performs well
• Satisfaction
Emotional
Attachment
• Love it
• Fits my life
• Makes me look
good to others
• Makes me feel
good about myself
Self-Expression
• Simplifies my life
• Helps me express
myself
• Frees me to be
myself
Mentoring
• Challenges me to
think differently
• Teaches me
• Inspires me
• Shares my values
There For Me
• Appreciates my biz
• Recommended by
people I care about
• Responds to my
needs
• Has my interests at
heart
Pleasure
• Brings back good
memories
• Provides a little
treat for me
• Excites me
Reinforcement
Your brand of choice
makes you
look and feel good
Identification
Let the brand you love
tell the world who you
are
Charisma
Role Model
• Dynamic
• Excitingly
innovative
• Leader
• Progressive
Be empowered by
brands
that lead the way
Positive
Differentiation
• Distinctive
• Unique
Relaxed &
Stylish
• Fun
• Cool
• Easy
• Friendly
• Stylish
• Different
SelfDifferentiating
Let a brand with a
difference
make a difference to
you
Playful
Fun brands that are
just to enjoy
9. Classification of media and other sources of
consumer information about brands
(With Caveats)
Traditional Media
Digital Media
Personal Contact
Website
Social Media
In-Store
Owned
Advertising
Sponsorships
Digital Advertising
Social Media
In-Store
Events
Paid
News/Editorial
Social Media
(WOM digital)
WOM (human)
Earned
Caveats:
•
‘Content marketing’ as we’ve been discussing crosses many categories… it can be owned or paid and found across
channels
•
Social Media is tricky since it can be generated by the company, sponsored by the company or consumer generated
(e.g. commentary or earned viral sharing)
•
Sponsorships can be ad-oriented or event oriented; hence the ‘Events’ in paid
•
In-Store can be owned (Walmart, Nike, etc.) or paid, depending on the brand
The data collected in this study was not sufficiently fine-grained to be able to make these distinctions. Based on
the analysis, it is our belief that social media referred principally to the unpaid sort, while internet and websites
referred to brands’ websites. Although we are using the terms paid and unpaid, the real significance of these
terms is brand-controlled vs. non-controlled. (Thus, for example an ad posted by someone on YouTube might
fall into the latter category).
10. The Influence of Media and Brand
Relationship Equity on
Brand Franchise Development
•
•
•
The model proposed here specifies that
brand franchise development – use, use
frequency and brand preference – is a
function of Brand Relationship Equity
and Media Exposure.
There are significant levels of correlation
between media exposure and BRE, but
the model does not assign a causative
relationship to these associations (they
probably work in both directions). Using
SEM rather than ordinary regression
allows estimation with explicit correlation
between the “independent” variables
without biasing the estimates.
With the exception of In Store and
Traditional Media, correlations between
exposure of brands in different media
are not high; with this one exception, the
media variables have therefore been
treated as independent of each other, in
order to avoid over-specifying the model.
11. Consumer Brand Relationships and Word of
Mouth best at Creating Use and Preference
• The model proposed here specifies
that brand franchise development –
use, use frequency and brand
preference – is a function of Brand
Relationship Equity and Media
Exposure.
• There are significant levels of
correlation between media exposure
and BRE, but the model does not
assign a causative relationship to these
associations (they probably work in
both directions). Using SEM rather than
ordinary regression allows estimation
with explicit correlation between the
“independent” variables without biasing
the estimates.
• With the exception of In Store and
Traditional Media, correlations between
exposure of brands in different media
are not high; with this one exception,
the media variables have been
therefore been treated as independent
of each other, in order to avoid overspecifying the model.
• Traditional Media acts as an initiator
12. The Power of CBR, Digital and Traditional
Media Depends on the Product Category
For non-digital brands as a group,
the two strongest media influences
on brand franchise development
are Word of Mouth and In-Store;
websites and traditional media are
significant too (no bars are shown
for non-significant coefficients).
There is however considerable
variation between categories:
• Social Media are significant
influences both for hair care and
mass market retail
• Websites are massively influential
on bank brands and – to a lesser
extent – credit cards too.
• Traditional media have their
strongest influence for corporate
and gasoline brands and for
casual dining brands.
• Word of Mouth and In-Store play a
significant and strong role in most
categories.
13. Relationships Summary
• Identification prompts the most positive
communication about the brand – whether or
not people use it.
– People can use brand communication as a form of
self expression; that doesn’t mean they necessarily
love the brand – or love it enough to use it.
14. Identification is the relationship with the most power; likely
to prompt positive communication about the brand and
discourage negative communication
Communications About the Brand by Primary Brand Relationship - all Brands
100%
90%
24.3
31.0
31.1
27.8
30.6
net
communication
about brand
positive
80%
50.4
70%
no
communication
60%
50%
40%
65.2
64.6
61.7
6.3
7.6
7.8
Differentiating
Playful
Total
62.7
30%
62.5
6.3
Role Model
44.6
20%
10%
10.5
0%
5.0
Reinforcement Identification
Primary Relationship with Brand
net
communication
about brand
negative
16. Brand Relationships Build Customer Franchises
Acquisition of New Users is
Influenced by Brand Relationships
4 of the Universal Brand Relationships contribute
significantly to trial consideration among non-users
Entertaining
/Playful
0.54
0.48
Identification
0.38
0.22
Reinforcement
SelfDifferentiating
Acquisitions
17. Brand Relationships Build Customer Franchises
Influence of Brand Relationships
on Franchise Maintenance
A different combination of relationships are significant
influencers of brand preference among users
0.24
0.16
Identification
Reinforcement
Maintenance
0.10
Role Model
18. Relative contribution of Universal Brand
Relationships to Pricing Power
(improving customers “willingness to pay more”)
19. Brand Relationships Directly Influence
Branded Business’ Valuations
Relationship
Equity
Relationship Equity and Stable
Franchise Size are both very
significant Influences on Sales to
Market Cap. multiple.
.48
R2=.42
Market Cap.
/Sales
.43
Stable
franchise
Stable Franchise is defined as the percentage of customers
saying they use the brand regularly less the percentage saying
they do so only if there is no alternative.
22. BRAND ATTITUDES/EXPERIENCES
Self-Esteem
BRAND
PERCEPTIONS
Functionality
• Performs well
• Satisfaction
• Makes me look
good to others
• Makes me feel
good about myself
Self-Expression
• Simplifies my life
• Helps me express
myself
• Frees me to be
myself
Mentoring
• Challenges me to
think differently
• Teaches me
• Inspires me
• Shares my values
There For Me
• Appreciates my biz
• Recommended by
people I care about
• Responds to my
needs
• Has my interests at
heart
Pleasure
• Brings back good
memories
• Provides a little
treat for me
• Excites me
Reinforcement
Your brand of
choice
makes you
look and feel good
Emotional
Attachment
Identification
• Love it
• Fits my life
Let the brand you
love
tell the world who
you are
Charisma
• Dynamic
• Excitingly
innovative
• Leader
• Progressive
Positive
Differentiation
• Distinctive
• Unique
Relaxed &
Stylish
• Fun
• Cool
• Easy
• Friendly
• Stylish
• Different
Role Model
Be empowered by
brands
that lead the way
SelfDifferentiating
Let a brand with a
difference
make a difference to
you
Playful
Fun brands that are
just to enjoy
28. Methodology 1
• Included 48 brands in 8 different product
categories
• Internet Survey of over 1500 respondents
• 3 matched representative cells each
evaluating 16 brands
29. Methodology 2
• Questionnaire
•
•
•
•
Familiarity
Brand Image and Personality
Brand Experiences (Brands’ Attitudes)
Brand “Touch” points (Advertising, Websites,
Social Media, etc)
• Brand Usage and Consideration
• Overall brand evaluations
• Other brand-related behavior
*conducted by
30. Methodology 3
(Business Metrics)
• Included 30 “mono brands” for which
financial data available from public
sources:
•
•
•
•
•
Market Capitalization
Sales
Operating Profit
P/E Ratio
Operating Margin