Product performance is about the extent to which the product meets the consumer's needs. Some important core characteristics here are style, price, design and service. Image is about how people think about your brand (values and meaning). Ultimately, all brand associations come together in these two pillars. Increasing brand performance starts by delivering a product that responds well to that expectation of the consumer: where increasing image responds to the psychosocial needs of that same consumer, according to Kevin Lane Keller.
An example
A good example is Zwarte Coffee, which plays into the expectations of the consumer. The unique shirts play into the phenomenon that consumers want to distinguish themselves from the masses. They are handmade shirts with a limited edition, so they are not a mass product. The psychosocial need that Kevin Lane Keller talks about plays a major role in this.
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It is about how the consumer feels and thinks about your brand. The brand is ukraine mobile phone number list evaluated in this phase and consumers get a certain attitude and opinion towards your brand. The feelings that a brand evokes in a consumer are important here. Think of: warmth, pleasure, safety, social acceptance or self-respect. This brand evaluation is both rational (brand judgement) and emotional (brand feelings). The rational assessment is usually based on three criteria: quality, reliability and superiority. On an emotional level it is more about which feelings a brand evokes and in the social environment.
The advantage, but in some cases also the disadvantage, is that you can experience very quickly on social media how the consumer thinks about your brand. If your brand performs well, you will also be recommended more quickly to friends or family. You will become a topic of discussion at birthday parties or other occasions. A good example is the recently launched recommendations on Facebook. You can recommend a brand to your friends by sharing your appreciation for a brand.
is because we have very consciously focused the growth of the page on real orchid lovers, and not on a fast growth through a big contest. So it is important to make that choice yourself! Fast growth has a lot of influence on the activity on your pages.
How would you create a hype online around your product or service? I am curious how you work on your brand experience online.