Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Jennifer, a Reporter in Chicago, Illinois who has this question about licensing…
Recently, the research firm APCO Insight released its list of the top 100 most loved companies. Their study measured consumer attachment to brands based on eight emotions: understanding, approachability, relevance, admiration, curiosity, identification, empowerment and pride. There are some interesting results. Yahoo beat Google. Disney beat everyone (OK, maybe that’s not so much of a surprise) and Apple came in at ninth (which certainly would surprise many).
In this post, Nigel Hollis explores a fundamental misalignment. Brand owners tend to view customer experiences in isolation, by channel, whereas customers of course view and grade their experiences cumulatively.
The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives in the mind.
It’s easy to fall in love with your product, to believe that the thing you’ve worked on so hard for so long is the best thing going.
