A brand must be 'preferred' by generating deep awareness and a clear and distinct value proposition. Many products and services involve habitual buying patterns - for example, a traveller may purchase one hotel brand but habitually book a competitor, so a special promotion may alter the pattern and change preference.
Phase 6.- Customers consume the brand and are satisfied
The market must consume the brand and be satisfied. The best communication strategy cannot overcome the fact that a product is of poor quality or service is inadequate, whereas an excellent product can build malaysia phone number data its own momentum through referrals. The short-term result of low satisfaction is that repeat purchases will fall and the brand will have detractors. The long-term impact of satisfaction is that the reality of the product or service will determine the perception of it. Therefore, measuring brand equity is not complete without questions about consumption, satisfaction and desire to recommend.
There are different aspects to consider when measuring this brand value: awareness, attitude, image, preference, satisfaction, etc. All these areas must be considered in order to develop the appropriate marketing strategy for the development of a brand. Some brands may simply need to get their name out there, others may need to work harder on building consumer trust to differentiate themselves from the competition. It will all depend on the phase they are in or the one they want to strengthen.