BUILDING A BRAND NAME
40,000 consumers were interviewed by Young & Rubicam & New York advertising
agency giant to determine how a brand name is built.
RECOGNIZABLE BRAND LET'S YOU STAND OUT FROM COMPETITION.
The building of a successful brand occurs through a very specific progression of
consumer perceptions.
DIFFERENTIATION
Without differentiation - the perceived distinctiveness of a brand --
consumers have no basis for selection or loyalty.
RELEVANCE
If a brand isn't relevant, (personally appropriate) to consumers, it isn't going to
attract and keep them. There is a strong, positive correlation between relevance
and market penetration. Together, relevance and differentiation represent
"Brand Strength," an important indicator of future performance.
ESTEEM
If a business is successful in creating "relevant differentiation," consumers
usually respond with a high esteem for the brand. Esteem is related to the
perception of quality and increasing popularity.
KNOWLEDGE
If a brand has established the relevant differentiation and consumers come to hold it in high esteem,
knowledge develops. Knowledge is much more than being aware of the brand; it also involves
an understanding of what the brand stands for. Knowledge is not a consequence of
media weight alone. Spending money against a weak idea will not buy knowledge.
RELATIONSHIPS
The relationships between these four measures reveals much about the current and future status
of a brand. Strong, newer brands tend to show higher levels of differentiation, lower esteem.
Click Here to E-Mail Mike
|
Mike Morosi, President
(607) 770-8933 ext. 80
 
 
|
