7 Insights For Emotional Branding
Centuries ago it was Plato who first observed that human behavior flows from three main sources: desire, emotion, and knowledge. His words remind marketers today that all is won or lost in the mind.
NEW THINKING
Centuries ago it was Plato who first observed that human behavior flows from three main sources: desire, emotion, and knowledge. His words remind marketers today that all is won or lost in the mind.
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 Laura, a VP of Marketing from Atlanta, Georgia who asks this question about pricing strategy.
For marketers, customer loyalty has always been considered the ultimate goal. To reach it, one must first follow the “marketing funnel” by creating awareness for their products or services, stimulating trial, incentivizing repeat purchase, and, over time, maintaining a loyal customer base.
Consumers look to purchase products and brands that are relevant to their needs. Self evident. But the ways in which they make choices are much more complex than quality or availability because they are so much more human.
What is brand equity measurement and how can it be a driving force in building your brand? Let me begin by saying that marketing professionals still have different definitions of brand equity and therefore brand equity measurement.