The Blake Project believes that the ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence.
Our brand insistence model incorporates five elements that drive a consumer to insist upon a particular brand to meet his or her needs – brand awareness, accessibility, value, relevant differentiation, and emotional connection. We believe that these five areas of emphasis and activity are the primary drivers of consumer brand insistence. In the days ahead I’ll touch on each of these drivers. First up – Brand Awareness.
Brand building begins with awareness. Consumers first must be aware that there are different brands in the product categories in which your brand operates. Next, they must be aware of your brand. Ideally, your brand should be the first one that comes to their minds within specific product categories and also the first one they associate with key consumer benefits. Consumers should:
• Be able to identify which products and services your brand offers.
• Be able to identify which benefits are associated with the brand.
• Have some idea of where your brand is sold.
The Blake Project Can Help: Gain A Competitive Advantage Via Brand Equity Measurement.
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education