2. Top of Mind & Brand Repertoire: How do Customers evaluate a brand relatively to its competitors in a buying situation? Which brands come into mind first? 2 When you think about “Perfume” brands, which one comes to your mind first?
Brand Repertoire: Which brands are acceptable? Customers usually hold personal repertoire of favoured brands i.e. few brands that are acceptable to buy in a product category. Usually 3. My favourite (s). Less than Would buy one of 3 them 2. Would buy if my favourite (s) not available 1. Aware but would not buy
Step 4: Bonding. Forging Brand Relationships
The Four Levels of Brand Relationships More Intense Relationships 1. Active Engagement 2. Social Affiliation 3. Attitudinal Attachment 4. Behavioral Loyalty
Repeat purchase & Share of wallet Last three months how much you spent in the shampoo category? How much for Heads and Shoulders?
Attitudinal Attachment
Social Affiliation
Active Engagement
Brand Relationship Attitudinal attachement. Loyal customers Brand Judgement Brand Feeling Always Top of Mind Love and trust this Brand. Sensory experience Brand Performance Brand Imagery Nivea Cream Reliable. Blue &White Family. For everybody. Mildness. Caring. Purity Honest. Straightforward. Clean. Fresh. Affordable. Modern. Sympathetic. Gentle. Unpretentious. Smell and touch feelings Not a gimmick Brand Awareness and Familiarity 100% brand awareness in Europe. Less in US & Asia. Strong brand familiarity in Europe
Brand Equity Workshop. Tuesday December 14th Each group select a Vietnamese brand. Use the Customer knowledge brand equity pyramid to analyze your brand equity. On one slide complete the pyramid with its 6 blocks. Make a 5 mn presentation with your recommendations
Thank You Very Much
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