This article can be summed up in one word: "brand". We're going to try to provide some answers to the question of the importance of a brand, its name and its image.
Let's start by defining what a brand is. Everyone consumes several brands in their daily lives. It starts at the beginning of the day, with the brand of coffee/tea, the brand of telephone, the brand of shower gel and toothpaste...
Then it goes on: the brand of bus or bike you use to get to work. The list goes on and on: the brand of restaurant you use for lunch, the brand of watch you use to tell the time. We could go on and on.
So what role does a brand play in our loyalty? our commitment? why do we choose one brand over another? This is where " brand power " comes in.
A brand can be measured by its reputation, its "top of mind" in a quantitative or focus group study, or its ROI.
Quantitative and qualitative research plays an essential role in understanding how consumers perceive a brand.
Data analysts will also be able to measure a brand's online consumer behavior: purchase path, time spent on the brand's website, keywords in Google searches, customer journey...
But how do you measure the "power" and resonance of a brand in the collective imagination?
How can you understand that a brand benefits from greater word-of-mouth than its competitor?
place for emotion
Capgemini's report Loyalty deciphered: How emotions drive Genuine Engagement gives us several insights. The first is that customer loyalty is an emotion, and that this emotion is based on 4 principles. These 4 principles are as follows:
- Respect
- Reciprocity
- Recognition
- The reward
82% of consumers who have an emotional impact will always choose this brand's products.
At the same time, a brand's image needs to be accompanied (or should be accompanied) by strong storytelling, so that the emotion is really there.
Words play an important role in engaging consumers.
Does a brand make us smile, make us cry, create comfort, etc.? This will create engagement and consumer loyalty.
Finally, we could ask ourselves a few questions. Can brands go even further in creating impact to become part of their consumers' daily lives (sustainability...)?
Will branding be tomorrow's advertising? And customer experience the new must-have (in both physical and virtual stores with web 3)?