5 Drivers For Creating Model Insistence
We believe that the ultimate goal of brand equity building is to move the consumer from brand awareness to brand persistence.
Brand persistence is reserved for those brands that have been carefully designed to possess these characteristics: relevant differentiated benefits for their target customers, ability to build strong emotional connections, high brand awareness, high value for money, and are lightweight accessible.
These factors work together to get customers to 1. be aware of your brand, 2. buy your brand, 3. prefer your brand, 4. stay true to your brand, 5. insist on your brand.
The Blake Project’s Brand Persistence Model includes these five elements that drive a customer to insist on a particular brand to meet his or her needs. We believe these five priorities and activities are critical to becoming a single brand category that has no substitute.
First, consumers need to be aware that there are different brands in the product categories in which your brand operates. Next, they need to be aware of your brand. Ideally, your brand should be the first to come to mind within certain product categories and associated with key consumer benefits. Consumers should be able to see what products and services your brand is offering. You should also be able to see the benefits associated with the brand. Finally, they should have an idea of where your brand is being sold.
2. Relevant distinction
That’s the most important thing a brand can deliver. The relevant differentiation of today is a leading indicator of profitability and market share of tomorrow. Does your brand have consumer-relevant, consumer-compelling benefits that are unique and credible?
Is your brand good value for money? Do consumers think it’s worth the price? No matter if expensive or cheap, high-end or low-end, it has to deliver at least a good price-performance ratio.
Your brand needs to be available where consumers shop. It’s much easier for consumers to insist on your brand when it’s widely available. A slight brand preference goes a long way toward maintaining persistence when the brand is widespread. The importance of convenience is not to be underestimated in today’s world.
5. Emotional connection
First of all, the consumer needs to know your brand. Then he or she has to like your brand. After all, the consumer needs to trust your brand and feel emotionally connected to it. There are many innovative ways to achieve this emotional connection, from advertising and quality of frontline consumer exposure to consumer organizations and corporate sponsored consumer events.
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Branding Strategy Insider is a service from The Blake Project: A strategic brand consultancy specializing in brand research, brand strategy, brand growth and branding
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