Brand is all about perception, and how others perceive your product or
service. You have a brand whether you want it or not.
Customers form impressions about products and companies. Strong brand
builds customer loyalty and enhances the lifetime value of the customer.
With the emergence of numerous communication channels, the power of the
consumer has swelled. Online communication either hailing a good experience,
or a blog post detailing a bad one, mean that consumers have more power than
ever.
User generated content and the expansion of communication has affected
brand development and loyalty. A user in Australia can post a forum message
about a specific product or brand and that message can be read by people in
Canada.
Consumers realize their voice (i.e. opinion) has power and they use it to
share their experiences.
Customers want value, customer service and a quality product. Demanding a
premium for superior customer service has become more difficult.
The most successful brands have an emotional connection to their consumers.
Example:
Mountain Dew is thought of as young and cool due to their x-games and
snowboarding sponsorships.
Brand Erosion
Brand erosion is both an opportunity and a challenge. The opportunity
exists for small companies to challenge the large brands.
The market has shifted: consumers have the power to help brands they like
succeed and challenge brands that they do not like.
Brand identity can be difficult for a small business to build. A brand is
more than a logo or font. Brand is about image and reputation. Brand is
about an entire experience.
Regards Gerald Crawford
Webcraft.ws Stellenbosch
PO BOX 12216 Die Boord 7613 Stellenbosch South Africa
Telephone: +27-021-8833027 (office)
Cell: +27-0720390184 (mobile)
SMS: 0796343545
Skype: webcraft.guru
Fax: 0865657300
After Hours: 0881242372
Website: http://www.webcraft.ws
E-mail: gerald@webcraft.ws
Yahoo: webcraftguru@yahoo.co.za
Blog: http://webcraftws.blogspot.com/
Twitter: WebcraftGuru
Facebook: Webcraft Guru
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