You are in a store looking for a new television. A salesperson tells you the specifications of a generic product, product a. For television b, the salesperson tells you it is a Samsung television.
If a brand like Samsung has a high brand experience (brand equity), the consumer will choose the Samsung television. The more positive knowledge the consumer has of the brand, the faster he or she would choose it. This is of course also influenced by references such as family, friends and acquaintances. If the consumer knows nothing about the brand, then there will be no preference. I will explain this in step 3.
SamsungTelevision
Brand awareness on social media
The same goes for social media! As a brand, you want to distinguish yourself and create positive brand awareness. telegram data Online communication is much faster than traditional media, which is why community management plays a major role. (Potential) customers expect to be able to get in touch with your brand online these days.
Does your brand meet the core characteristics of Brand salience? Then you can continue to build a brand meaning. In this process you give the answer to ‘What am I?’. Important here are the characteristics of a brand based on ‘performance’ and ‘imagery’.
Product performance is about the extent to which the product meets the consumer’s needs. Some important core characteristics here are style, price, design and service. Image is about how people think about your brand (values and meaning). Ultimately, all brand associations come together in these two pillars. Increasing brand performance starts by delivering a product that responds well to that expectation of the consumer: where increasing image responds to the psychosocial needs of that same consumer, according to Kevin Lane Keller.
A good example is Zwarte Coffee
A which plays into the expectations of the consumer. The unique shirts play into the phenomenon that singapore lead consumers want to distinguish themselves from the masses. They are handmade shirts with a limited edition, so they are not a mass product. The psychosocial need that Kevin Lane Keller talks mother’s day: tips and ideas on how to increase your sales about plays a major role in this.