© 2014 John Wiley & Sons Chapter 10 - Toward a Stong Brand Relationshop PPT 10-1 Toward a Strong Brand Relationship Chapter Ten Copyright © 2014 John Wiley & Sons, Inc. All rights reserved. Reproduction or translation of this work beyond that permitted in Section 117 of the 1976 United States Copyright Act without the express written permission of the copyright owner is unlawful. Requests for further information should be addressed to the Permissions Department, John Wiley & Sons, Inc. The purchaser may make back-up copies for his/her own use only and not for distribution or resale. The Publisher assumes no responsibility for errors, omissions, or damages, caused by the use of these programs or from the use of the information contained herein.

© 2014 John Wiley & Sons Toward a Strong Brand Relationship A loyal customer base is the ultimate competitive advantage because it is shielded from competitors. Loyal customers will have little motivation or interest in competitive offerings. Chapter 10 - Toward a Stong Brand Relationshop PPT 10-2

© 2014 John Wiley & Sons The brand experience is at the essence of a relationship. It should be pleasant, exceed expectations, and even inspire people to talk about positive interactions. Chapter 10 - Toward a Stong Brand Relationshop PPT 10-3

© 2014 John Wiley & Sons Chapter 10 - Toward a Stong Brand Relationshop PPT 10-4 Understanding and Prioritizing Brand Touchpoints Figure 10.1: Toward a Brand Relationship

© 2014 John Wiley & Sons Chapter 10 - Toward a Stong Brand Relationshop PPT 10-5 Strategic Options The fourth step, to prioritize, is based on balancing three dimensions. A high-priority touchpoint program would have a high rating on the: 1.Importance of the touchpoint experience in enhancing the brand, the value proposition, and customer loyalty 2.Degree to which the experience is deficient 3.Extent to which the cost and feasibility of improving the experience are reasonable

© 2014 John Wiley & Sons Chapter 10 - Toward a Stong Brand Relationshop PPT 10-6 Prioritizing Prioritizing touchpoints and developing a plan to improve those that are considered most in need of change involves five steps: 1.Identify all the touchpoints that exist and those that should exist but are not now in place. 2.Provide an internal evaluation of all of the touchpoints to determine which are managed well and which are deficient. 3.Look to past, current, and future customers to determine which touchpoints have the greatest impact on their decision and experiences. 4.Prioritize 5.Develop a touchpoint action plan

© 2014 John Wiley & Sons Chapter 10 - Toward a Stong Brand Relationshop PPT 10-7 Focusing on the Customer’s Sweet Spot The instinct of executives developing a marketing program is to advance the offering, brand, and firm.

© 2014 John Wiley & Sons Chapter 10 - Toward a Stong Brand Relationshop PPT 10-8 Sweet Spot–Driven Program Stimulate a Social Network Create Brand Energy and Interest Enhance Brand Likability and Credibility Form a Friend–, Colleague–, or Mentor–Brand Relationship

© 2014 John Wiley & Sons Chapter 10 - Toward a Stong Brand Relationshop How to Create or Find a Customer Sweet Spot PPT 10-9 Identify a Customer Sweet Spot That Will Engage the Audience Create a Sweet Spot–Driven Program Find An Existing External Program to Which the Brand Could Connect The Sweet Spot—A Big Idea

© 2014 John Wiley & Sons Chapter 10 - Toward a Stong Brand Relationshop PPT Get Beyond Functional Benefits Move beyond functional benefits and consider emotional, self-expressive, and social benefits as a basis for the value proposition.

© 2014 John Wiley & Sons Chapter 10 - Toward a Stong Brand Relationshop PPT Broadening the Concept of a Brand Emotional Benefits Self-Expressive Benefits Social Benefits Combining Benefits The Brand Ideal Personal Relationship Models