5 Drivers Of Brand Insistence

We believe 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, critical in becoming a category-of-one-brand where there are No Substitutes. Awareness First, consumers 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 associated with key consumer benefits. Consumers should be able to identify which products and services your brand offers. They should also be able to identify which benefits are associated with the brand. Finally, they should have some idea of where your brand is sold. Accessibility Your brand must be available where consumers shop. it's much easier for consumers to insist upon your brand if it is widely available. Slight brand preference goes a long way toward insistence when the brand is widely available. The importance of convenience cannot be underestimated in today's world. Value Does your brand deliver a good value for the price? Do consumers believe it is worth the price? Regardless of whether it is expensive or inexpensive, high end or low end, it must deliver at least a good value. Relevant Differentiation This is the most important thing a brand can deliver. Relevant differentiation today is a leading-edge indicator of profitability and market share tomorrow. Does your brand own consumer-relevant, consumer-compelling benefits that are unique and believable?

Emotional Connection First, the consumer must know your brand. Then he or she must like your brand. Finally, the consumer must trust your brand and feel an emotional connection to it. There are many innovative ways to achieve this emotional connection from advertising and the quality of front line consumer contact to consumer membership organizations and company-sponsored consumer events.

http://www.socialmediaplayground.com/social-media/social-media-key-driver-of-brand-awarenessand-reputation/2009/02/26/

More than 90% of companies believe that social media is most effective in building brand reputation and awareness. That result is followed closely by goals for attracting website visitors, according to exclusive research in MarketingSherpas new Social Media Marketing and PR Benchmark Guide.

Girish Rao, VP-Sales & Marketing, LG Electronics, holds that PR has been successful in establishing LG as the industry spokesperson and a leader across all segments. According to him, corporates are fast recognising the effectiveness of PR since it is considered more impactful than advertising as anything that appears as an article in a newspaper has greater credible value

Tata: Over the next 50 years, the brand that epitomised movement and progress in this country itself embarked on a journey of evolution and learning. Imbued with the pioneering spirit and driven by the pursuit of automotive excellence, Tata Motors forged a reputation that made it India's largest and one of the world's top five automobile manufacturing companies. Along the way, the CVBU stable introduced a range of products and made additions and improvements to a host of others. The appreciation that these launches and improvements were met with validated the company's focus on customer satisfaction. Often the fame and goodwill transcended mere geographical boundaries. Mr Kant has an interesting story about how far the company's fame has reached. "In Senegal, West Africa, we helped set up a bus body-making company two years ago. It was inaugurated by the president of Senegal in the presence of the heads of state of five other countries and numerous other people. One of the visiting presidents commended the president of Senegal for going with the Tatas. He said, 'About 10 years ago, we bought some buses from a western manufacturer and some from Tata. More than 75 per cent of the buses of the western brand stopped working soon

after, whereas 75 per cent of the buses of the Tata brand are still working.' " The African head of state's acknowledgement of the reliability of Tata-branded buses was an endorsement of the claims that the early advertisement had made. It was a reputation forged over time. When the Japanese made inroads into the Indian market, Tata Motors met the challenge by building Indian products for uniquely Indian conditions. Simultaneously, the quality of the new light commercial vehicle (LCV) and the appreciation of the yen worked in CVBU's favour. "Our LCVs became bestsellers," says Mr Kant. "From having created a strong position in the medium commercial vehicle segment, we also created a strong position in the LCV segment." In time the range was expanded. Consumer perception kept pace with the changes. Numerous surveys indicated that Tata was seen as one of the most valuable brands in the country, symbolising trust, reliability and national pride. The positive vibrations of that goodwill rubbed off on Tata Motors. As Kant says, "There were a large number of moving objects on the roads made by Tatas. Tata Motors became the visible manifestation of the group, the biggest generator of brand awareness." However, while the older generation appreciated the brand and all it represented, the same could not be said of younger people. Youngsters didn't see the brand as contemporary. Mr Kant says, "They seemed to say that things were not changing or that they were changing very slowly. They wanted to see changes in the brand in terms of looks and sophistication." CVBU worked hard over its promotion initiatives in an attempt to get closer to its transporters and to strengthen people's perception of the brand. It organised road shows to interact with customers, dealers and financiers, and held training programmes for drivers and mechanics. Most importantly, the custodians of the brand took to heart the lesson that they were not merely in the business of selling trucks; their calling was to present a transport solution. Mr Kant affirms, "What we are selling is not a physical product, but a business. It is a livelihood for someone." That is why CVBU takes particular care to ensure that it always has its ear to the ground and is able to help its customers with a product and service that exceeds their expectations and ensures lifelong loyalty. Suggestions from consumers became the basis for the immensely successful Tata 207 DI, a vehicle which became a bestseller. "In two years," says Mr Kant, "we moved from having a 4 to 5 per cent share to earning a 38 per cent share. The recent launch of the mini-truck ACE reinforces this. It epitomises all that the customer is looking for looks, comfort, safety and, of course, profits!" This attitude helped it to stand at the vanguard of technological advancements. Sustained product innovation, commitment to research and development and to the safety and convenience of its customers brought in the contemporary element. It also induced a sense of confidence and familiarity in the market about a brand that had 50 years of automotive excellence to its credit.

Mobile + Online Raises Brand Awareness, says IAB

New research from the Internet Advertising Bureau (IAB), the trade association for digital marketing, has revealed that using mobile and online advertising in combination can significantly increase brand awareness and purchase

consideration. The study, based on a sample of 875 mobile Internet users and qualitative focus groups, investigated current trends in consumer behaviour, and specifically the impact of cross-media ad campaigns on a range of brand metrics. The IAB partnered with research agency Brand Driver, mobile agency Mobext, and financial services providerNationwide Building Society, who ran a series of mobile and online display ads promoting Home Insurance. The campaign, which ran simultaneously over the mobile operator sites of 3, O2, Orange, T-Mobile and Vodafone, and the mobile and web portals of MSN and Sky, found that:

When exposed to ads across online and mobile, recognition was 43% greater than those exposed just to the online component. Consideration of Nationwide Home Insurance increased by 24% when respondents had been exposed to both the mobile and online ads. Spontaneous brand awareness was 50% higher amongst those who had seen mobile ads than those who had seen no Nationwide advertising, and increased to 114% when the sample was exposed to both online and mobile. Advertising across both platforms increased performance - the clickthrough rate online was 150% higher amongst those that were exposed to - and recalled - the mobile ad.

Reliance partners Flytxt to spread brand awareness

MUMBAI: In a bid to expand brand awareness, Reliance Communications has tied up with mobile advertising and marketing technology provider Flytxt.Reliance will integrate Flytxt's carrier-class mobile marketing software platform - Neon - with its network as part of the partnership deal. The software platform features a mobile CRM database along with other mobile applications, required to conduct large-scale mobile customer engagement programs. Reliance Communications head Vas business and marketing Krishna Durbha said, "Implementation of Neon System will give us a competitive edge in stimulating brand awareness and driving sales by reaching out to millions of customers in a cost effective manner through targeting. With Flytxt Neon in place, Reliance Communications will be able to leverage its existing business data and boost voice and VAS revenues through intelligent mobile marketing. Flytxt executive VP worldwide sales Tim Williams said, "We are proud to partner with Reliance Communications in this transformational approach to customer-centric mobile marketing." Apart from using mobile marketing for existing products, Reliance also offers mobile ad solutions for other companies.

ADAG group & Reliance as master brand :

http://indiatoday.intoday.in/story/adag-rebranded-as-reliance/1/125084.html