KevinLaneModel
The model provides four questions that your fans ask about your brand. The four steps that the model provides c whatsapp data ontain six blocks, which you need to work out well before you can reach the top of the pyramid.
Step 1: Brand identity, who are you?
The first step is to create brand awareness. It is important that your brand stands out and that people recognize your brand. You create this through a clear mission and vision. You want to achieve something, add something and be distinctive.
A nice explanation of ‘Who are you?’ is the Golden Circle (What,In his TED Talk he shows for example why a brand like Apple distinguishes itself from competitors while it is simply a computer company. Or why Martin Luther King was the man behind the Civil Rights Movement, while there were many other similar men walking around with the same thoughts. They all communicate in the same way, and that is exactly the opposite of the competition. With the help of the instead of a traditional affiliate program Golden Circle brands can position themselves better. If you want to know more about this, I recommend you to read this article (PDF). It is a relatively simple model that can contribute to your brand experience.
In Kevin Lane Keller’s model, it all starts with determining your target audience. In the cases below, you can singapore lead clearly see that the brands have chosen a clear target audience. They do not go for the ‘large’ mass, but choose a specific segment. For example, Zwarte Coffee focuses on men in the age category 15 to 35 years.
The consumer must be able to associate
A with your brand. Salience (salience in the model) explains the extent to which the consumer is familiar with your brand. Is the brand easy to recognize? Is the brand top-of-mind? This happens when the consumer is aware of both the depth and breadth of a brand. Depth in this case is the ease with which the brand can be activated in the brain of the consumer, think of neuromarketing. While breadth is about the extent to which this happens during a purchasing process.