feel aboLrt roltr prodllct. \'1" 1.-l'.' . -- ..-'': l.

'-:-' "-' ' ' : "' ''-:: -:-

posif iie thor.tshts.

specific. positi\,e
lrave soeciflc.
)mers have
omers thor.re[ts. feelings. beliefs. opinions.
l-eelincs. beliet's- opinions-

more loyal, and you're less likell' to lose them to compeiitors.

4. ielaticnshiP:
\iflrtlt Abcr:t Yorr :rnd fvle?
/ 3, Resporrse
rr'J1 r:rt A1:rotrt You ?

z. Ivlc;rlt ir"r 9
\fi/Jt;rl Arr: Ycru)

r.ldcntitY
!-ilho Arr: Yottl

Step 1: Brand ldentitY - Who Are You?

words, yoll need to make sure
In this first step" your goal is to create "brancl salience," or a\\'arene ss - in other
that your brand stalds-out. arld that clrstomers recognize it anclare aware
of it. You're not jLlst creating brand
are 'tcorrect" at kei" stages of tl'rc'
identity ancl awareness herer ),ou're also trying to eisure that brand perceptions
buying process. -
.tWlicurion:
. LI I ttLtt/tutt, kesearch yo*'*-1", . g,,' n tf-'**'gll "'d*'t*"li'S if]:3.-1' l*: :::::]:::"t::i::,:ll*.1"0
"-_ -- D
brani'
explore

s-het1-rer rherc are different rnarliet scgments .r,i.th Iif[erent needs ancl cliflerent relatjonsl'rips rvith -r'our
tl-reil cl-roices ar-rd decide beil'eell i-<-tur brand and t'otll corrpetiiors'bmndt'
Ncxt, ider-rulr- I-ro..r,):olrr cllstonla.. ,-r^rao..,- dos-r-r

Step 1: Brsnd \lerrning - \\ h.lI \rr \ rrtl'l

', - .: - :- -:. S,-: :'.',.: .: .-.--:-:...- '::--- -':l-:-'--:--''.'; '-"- ' -" - '-: -- :-:"'--:' 'l-'l "\;'t" " S::::S -'-I r:r' t\\'L)
:-...:.:'-: l--'-r: l:l i;-.1. S''ir ::e ::::'':'::-"':'': ':-''l -'l-'-:-r-''"" ?;'i-t::::''':";e ' ':-1:1eS il''"r r''eji ''t-ilf pfodLICt
nr--is \ rr-rr cLlSlonlers naeds. Accordir"rs iLr the nr..iei. peiionl:i';ce aonsists oi tlr e cateEories:
prinlarr
service eft-ectiveness. etficiencl '
characteristics and feattues: proclllct reliabilitl , durabiiitl . and serviceabrlity':
your brand meets yollr customers' needs
and empath),: style and design; and price. "lmagery" ref-ers to how well
on a stciai and psycholofical level. your brancl can meet these needs directly. from a .115ii1111g1'5 ori'fl
experiences with a r Lrct; or indirectly, r'vith tar marketing, or r,vith word of motith.
---r -
,1hl)lird/i0,: fhe e:<pe.ences rhat r.o.',, .,-,rtorlr* }rave rvitl-r your brat'rd come as a clirect result of
vour prodr-rct''s performance
rheir expectario's i[)ou\r,rnt to bLrild t3lrt+' iocnun to'tr
iffi,
lvur *-"a*;;I ,-,-,..,,."a, idcrlt1, crceed.or-,
PlvuuL :::-t'I
r : . - r-:-1- ^--^l:*. --^1,,^+ lrl^-r-|:ilcl'_io
t}"i-L carefully
think ohnrrf
about
customers, needs, and then explore how you *o.rilot" these needs i.to a i-righ qudiry product. Next, -^.-C,ll.,
Take both performance and rmagerv into
the type of experience that you want your customers to have with your product.
,,brand'perrorr^1ity." Again, identify any gaps berweeo rvhere you are now and rvhere yon want to be' and
account, and create a
look at horv you can bridge tirese.
Step 3: Brantl ResPonse - \\ hat Do I Think, or Feel, About You?
"feelings." These are the t\\'o
Yotir cuslomers' responses to 1or-rL brarld fall into two categories: "jttdsnlenls' atld
building blocks in tiris steP.
yoLlr clrstomers constantly make judgnrents about your brancl and these :ail into for-rr key categories:
. based on its actLral and perceired quality'
e,alit1.: Customersludge a prc,Ju.t or brancl
(rvhich inclLrdes innovation),
. Credibilit.v: CLrstomlr.ir-,ag. credibilin Lrsing three dirnensions - e:,peitise
trustri ortlt iness, and likabi I it1'.
. is to their tttliqtte needs'
Consicleratiou: Custonrers jLrige h..-.,r relerarrt your product
. conlpared u'ith your conlpetitors' brands'
Srrperiority: Custom.r, ori.r, hou sr.rperior \ our brancl is,
warmth. fun, excitement, secllrity, social
According to the n.rodel, there are six posiiir.- brand feelings:
approval, and selt--resPect.