A strong brand makes choosing easier for a target group. The brand promise is clear and the target group knows what to expect. Building and managing strong brands requires a consistent branding strategy. The goals? Greater customer loyalty, less vulnerability to actions of your competitors and marketing crises, a less elastic customer response to increased prices, a more elastic customer response to reduced prices, a more attractive cooperation partner for the trade and more effective marketing communication.
The brand pyramid from Keller's Customer-Based Brand Equity (CBBE) model provides insight into which aspects play a role in determining customer attachment to a brand. Insight into the brand value provides starting points for the marketing and communication efforts that are needed to take your target group to a higher level in the pyramid and to strengthen customer loyalty.
- brand identity: who are you as a brand?
- top of mind
- spontaneous brand awareness
- assisted brand awareness
- how does the target group know about the brand?
- brand meaning: what are you as a brand?
- performance to meet the functional needs of the target group (physical characteristics, quality, reliability, service, price)
- images that satisfy the emotional needs of the target group (use of the brand: who, when, how, where; history; brand personality)
- brand response: what does the target group think of your brand?
- rational assessment of the brand by the target group (experience, reliability)
- emotional assessment of the brand by the target group (feelings, social acceptance, self-respect)
- brand loyalty: what are the next steps for the brand and the target group?
- the extent to which the target group identifies with the brand (loyalty, community spirit, involvement)
In marketing, focus and consistency are very important for brand building. What do you want your brand to appeal to? Do you want to discuss the brand value of your product, service or organisation? Do you want advice on how to maintain the balance between marketing strategy, tactics, budget and organisation? Please contact firstname.lastname@example.org for a free consultation.