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The Consumer is THE Boss -- Building Lasting Brands!
Copyright © Marion Stearns - All Rights Reserved
http://www.admistress.com
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Let's begin by saying that customer satisfaction is NOT the
same as brand loyalty. Brands have "meaning." They re-call
your value to the consumer.
Outstanding products and services start building the
foundation. Brands give consumers a reason to buy one brand
over the competition. Some brands have "character." The
"Mr. Clean" Product has a strong and tough character brand.
"Ivory Soap" has a benefit brand. It's been gentle enough
for a baby for many years! It's the image imprinted in the
consumer's mind.
Multiple Brands are separate brands. Umbrella brands are
all products under the same brand. Multi-Brands are
different brands within a company. A Family of Brands can
carry a common name.
Internet consumers are making decisions and buying products
and services around the clock. They have never touched your
products or met a staff representing your services. With
that in mind, you must perform well in key areas:
a.) Creative Products and Services.
b.) Superb Customer Service.
c.) Very Reliable Customer Transactions.
Build a Brand Right -- Loyalty Can Follow!
Brand equity can be described as an intangible asset made
up with using a few main components:
** Financial => The premium prices that a brand can command
over generics.
** Extension of Offers => Launches related products and
services.
** Based on Consumers => Has increased the consumer's
interest in the products and services, by brand experience.
** Brand Elaboration => Makes the brand easy to remember.
** Fortify the Brand => Carry and re-inforce a consistent
image in the minds of consumers.
Brand equity can be "bought." One can BUY a license to use
branded products and services. If you're flying solo, the
other alternative is to roll up your sleeves and apply a
lot of elbow grease. It takes exceptional effort to create
a quality brand with Profit Potential. Years of very hard
work go into successful brand building.
It isn't just slapping your name up all over the net, now
is it?
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Marion Stearns teaches e-marketers and ezine publishers how
to build a brand within a brand, through The Circle of
Ezines. Stop by and see what The Circle offers:
http://www.admistress.com
This article may be reprinted in it's entirety with the
resource box in tact.
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