By Nigel Hollis (auth.)
ISBN-10: 1137365595
ISBN-13: 9781137365590
ISBN-10: 134959475X
ISBN-13: 9781349594757
Instilling model loyalty between shoppers is the main to long term luck, and calls for concentrating on significant differentiation: sensible, emotional, or societal. Supported via info analyses, case reports and interviews, The significant model explores the 4 elements of a unusual model: objective, supply, resonance, and difference.
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Additional info for The Meaningful Brand: How Strong Brands Make More Money
Example text
This is the domain in which small differences can have big consequences. A brand simply needs to be different enough for someone to choose it and pay a premium for it. The source of that meaningful difference may be so unique or so trivial that it is not readily appreciated-even by the person buying the brand. We typically think about marketing as the creation of moments: communications, events, spectacles, launches, and so on. However, these moments make up only a very small part of the view customers have of a brand.
At the same time, BlackBerry had succeeded in making inroads into the consumer market. Both brands were more likely to be perceived as different from existing consumer models: they set the trends for the category and were more appealing than other makes. In terms of market share, Nokia and Motorola were particularly hard-hit, while Samsung and LG managed to hold their ground. What was important about the introduction of the iPhone was that it reset expectations of what was important when buying a mobile phone.
Brand meaning can originate from a multitude of sources. It could come from your personal history with a brand: you might use the same brand of detergent that your mother did. Or it could come from functional characteristics: you might really like the intuitive interface of that tablet computer. You might be attached to your car because you think it looks hot, or because it is economical and saves you money. Or a brand's meaning for you might simply be that it is familiar whereas others are not.