KELLER BRAND EQUITY MODEL: STEP 3

Brand Response – What Do Your Customers Think or Feel About You?

Customers response to your brand typically falls into two categories: “judgements” and “feelings.”

The judgments are usually based on five Categories:

1)?Quality—Your customers will judge your product or brand based on its actual and perceived quality. So always think about how quality can be improved.

2)?Credibility—Customers judge credibility using three criteria: expertise (including innovation), trustworthiness and likability. Always be thinking about how you can improve credibility in these key areas. For example, could you use research to support your key messages and promote this research on your brand packaging or in a marketing campaign?

3)?Consideration—Customers judge how relevant your product is to their unique needs. The consumer research you carried out in step one to help identify customers’ specific needs. Then, clarify how you’re addressing those needs and communicate that message.

4)?Superiority—Customers invariably will compare you with competitor brands. Does your brand measure up to the competition? Is there anything extra or special that your competitors offer that you don’t, or vice versa?

5)?Six Positive Brand Feelings—Focusing your marketing strategy and creating any of these feelings in your customers will have a positive effect: warmth, fun, excitement, security, social approval, and self-respect.

If you take the time to do some self-analysis and soul searching, as well as taking time to analyze your competitors, it can lead to a strong and appealing brand.

Rick Jourdan is the president of Jourdan Marketing Consultants. He specializes in brand and marketing strategy and message creation.