登录查看更多内容

What's the best way to use the brand relationship spectrum to optimize your customer relationships?

由人工智能和领英社区提供技术支持

The brand relationship spectrum is a useful tool to understand how your customers perceive and interact with your brand. It helps you identify the level of emotional connection, loyalty, and differentiation that your brand has with different segments of your audience. By using the brand relationship spectrum, you can optimize your customer relationships and create more value for your business. In this article, we will explain what the brand relationship spectrum is, how to apply it to your brand, and what strategies you can use to improve your brand positioning and engagement.

此文章中的业界达人

由社区从 4 条内容中精选。了解更多

Natalia Arcaya

Marketing and Comms | Driving Brand Transformation and Business Impact | Project Management | Consulting Services
Hossein Naghipour

Chief Marketing Officer | Digital Marketing Manager | SEO auditor | +10 Years Experience

1 What is the brand relationship spectrum?

The brand relationship spectrum is a framework that classifies brands into four types based on two dimensions: intensity and intimacy. Intensity is how strongly customers feel about the brand, and intimacy is how closely customers relate to the brand. Product brands have low intensity and low intimacy; customers buy them for their functional benefits, but they do not have a strong emotional attachment or preference for them (e.g. toothpaste or detergent). Personality brands have high intensity and low intimacy; customers buy them for their expressive benefits, but they do not have a deep personal connection or identification with them (e.g. Rolex or Gucci). Partner brands have low intensity and high intimacy; customers buy them for their relational benefits, but they do not have a strong emotional passion or excitement for them (e.g. Google or Amazon). Lastly, passion brands have high intensity and high intimacy; customers buy them for their emotional benefits, and they have a strong personal bond and loyalty to them (e.g. Apple or Harley-Davidson).

添加您的观点

Natalia Arcaya

Marketing and Comms | Driving Brand Transformation and Business Impact | Project Management | Consulting Services
举报内容
In my experience, the best way to do it is based on these points: 1. Customer Segments: categorize customers into different segments based on their relationship with your brand. 2. Tailor Messages: Craft marketing messages & campaigns that resonate with each segment. 3. Relevant Content: Develop content that addresses the needs, preferences, & pains of each segment. 4. Personalized Experiences: Use customer data to personalize the CX at each touchpoint. 5. Trust & Loyalty: Build trust & strength relationships with your customers over time. 6. Feedback & Iteration: Collect feedback from customers to understand their needs & preferences to refine your strategies & improve CX. 7. Monitor & Measure: monitor the effectiveness of efforts.

已翻译

赞
Hossein Naghipour

Chief Marketing Officer | Digital Marketing Manager | SEO auditor | +10 Years Experience
举报内容
In my opinion, brands can start getting closer to their audience by increasing their awareness of customer preferences and then expressing themselves in a way that feels like they're spending time together. This way, the sense of affinity and trust between the brand and the customer can grow stronger.

已翻译

赞

2 How to apply the brand relationship spectrum to your brand?

To apply the brand relationship spectrum to your brand, you need to conduct some research and analysis on your target market and your competitors. You can use various methods, such as surveys, interviews, focus groups, social media listening, or customer reviews, to collect data on how your customers feel and behave towards your brand and other brands in your category. You can then use the data to plot your brand and your competitors on the brand relationship spectrum, and see where you stand in terms of intensity and intimacy.

添加您的观点

Hossein Naghipour

Chief Marketing Officer | Digital Marketing Manager | SEO auditor | +10 Years Experience
举报内容
Applying the brand relationship spectrum to your brand is like getting to know your friends better. Think about what your friends like and how you can spend time together that matches their interests. For some friends, you might talk about fun stuff, while with others, you might help them with their problems. Always be yourself, keep things consistent, and listen to what your friends say so you can make your friendship even stronger.

已翻译

赞

3 What strategies to use to improve your brand positioning and engagement?

Depending on where you are on the brand relationship spectrum, you can use different strategies to improve your brand positioning and engagement with your customers. For instance, product brands should focus on increasing intensity and intimacy by differentiating their brand from others through improved product quality, design, or performance, or a distinctive brand identity. Meanwhile, personality brands should focus on building a stronger relationship with customers by making their brand more accessible or relatable. Partner brands should aim to generate more excitement and enthusiasm for their brand by launching new products, features, or services. Finally, passion brands should nurture and grow their loyal fan base by making their brand more consistent or responsive. By using the brand relationship spectrum, you can optimize customer relationships and create value for your business while also monitoring and evaluating your brand performance over time. This powerful tool can help you manage your brand effectively and strategically.

添加您的观点

Hossein Naghipour

Chief Marketing Officer | Digital Marketing Manager | SEO auditor | +10 Years Experience
举报内容
figure out who your friends (customers) are, tell them what makes you special, use the same look and talk everywhere, share stories and helpful stuff they like, chat with them on social media, use nice pictures to show your story, ask what they think and make changes they suggest, make things feel just right for each friend, team up with cool friends, make your website and stuff easy to use, make a group feeling like a club, tell your story and what you believe, give special treats to friends who visit a lot play fun games or quizzes together, watch what friends do and learn, and always keep improving things based on what they tell you.

已翻译

赞

4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

Brand Management

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

What's the best way to use the brand relationship spectrum to optimize your customer relationships?

1

2

3

4

1 What is the brand relationship spectrum?

2 How to apply the brand relationship spectrum to your brand?

3 What strategies to use to improve your brand positioning and engagement?

4 Here’s what else to consider

Brand Management

给文章评分

感谢您的反馈

更多Brand Management相关文章

更多相关阅读内容

What's the best way to use the brand relationship spectrum to optimize your customer relationships?

1

2

3

4

1 What is the brand relationship spectrum?

2 How to apply the brand relationship spectrum to your brand?

3 What strategies to use to improve your brand positioning and engagement?

4 Here’s what else to consider

Brand Management

给文章评分

感谢您的反馈

查看其他技能