A new marketing model by brand phase
Download
1 / 8

A New Marketing Model by Brand Phase - PowerPoint PPT Presentation


  • 96 Views
  • Uploaded on

A New Marketing Model by Brand Phase. Work in Progress Love to receive suggestions Filip Wouters. The overall objective is to develop brands into a Star brand in all our markets. We need to optimize our approach by brand stage. . Brand Stages. Consumer Journey at Each Stage.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'A New Marketing Model by Brand Phase' - brick


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
A new marketing model by brand phase

A New Marketing Model by Brand Phase

Work in Progress

Love to receive suggestions

FilipWouters


The overall objective is to develop brands into a Star brand in all our markets. We need to optimize our approach by brand stage.

Brand Stages

Consumer Journey at Each Stage

Consumer Brand Interactions

ACTIVE LOYALTY

Star

Mature

BRAND EXPERIENCE

Building

Growing

CONSIDERATION & AWARENESS

Anchor

Under Developed


Each of these stages have a different marketing objective
Each of these stages have a different marketing objective

Consumer Brand Interactions

- Develop loyalty by creating a deep emotional bond and affinity with the brand

ACTIVE LOYALTY

Star

- Build occasional usage and aspirational attitude to provide a progressive brand experience

BRAND EXPERIENCE

Building

  • Establish brand credibility that will drive consideration versus competition

  • Breaking through the clutter to drive awareness

Anchor

CONSIDERATION

& AWARENESS



Each of these 3 stages will also have a different level of two way marketing
Each of these 3 stages will also have a different level of two-way marketing

Brand Stages

Consumer Journey at Each Stage

Consumer Brand Interactions

Consumer Brand Expressions

ACTIVE LOYALTY

ADVOCACY

Star

Mature

ENGAGEMENT

BRAND EXPERIENCE

Building

Growing

CONSIDERATION & AWARENESS

Anchor

Under Developed

ENDORSEMENT


Consumers are empowered to create their own content so we need to manage a two way conversation
Consumers are empowered to create their own content so we need to manage a two way conversation

Consumer Brand Expressions

- Let consumers contribute to the brand and further leverage brand advocacy

ADVOCACY

Star

Consumers create own content, recommend, WOM

- Actively build a community (respond, facilitate, reward, encourage…) which is engaged with the brand

ENGAGEMENT

Building

Consumers ‘like’, post, comment & pass along

- Ensure endorsement by trendsetters, taste makers and social influencers

Anchor

ENDORSEMENT


The 3 brand stages align with the level of how consumers interact with the brand or provide expressions about the brand

One way Marketing

- One way communication

- Impressions

Interactive Marketing

- Two way communication

- Expressions

+

ACTIVE LOYALTY

ADVOCACY

Star

BRAND EXPERIENCE

Building

ENGAGEMENT

CONSIDERATION & AWARENESS

Anchor

ENDORSEMENT


Different markets have different levels of sophistication of interactive marketing
Different markets have different levels of sophistication of interactive marketing

ACTIVE LOYALTY

+

ADVOCACY

Star

+

BRAND EXPERIENCE

Building

ENGAGEMENT

+

CONSIDERATION & AWARENESS

Anchor

ENDORSEMENT

Digital penetration & Social media adoption


ad