Approach to building a brand

5. Select Valuable Customers : Consumer Driven Marketing Cycle Strategies Tactics Actions Map the Marketspace Select Most Valuable Customers Choose a Winning Positioning Create the Tactical Plan Build Operational Capabilities Define Performance Measures Execute the Tactical Plan Assess Performance Succeed And Improve

7. From Awareness to Loyalty : Customer Acceptance Cycle Salience Resonance Judgements Feelings Performance Imagery Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth, Fun Excitement, Security, Social Approval, Self-Respect 4 Brand Relationships (WHAT About You AND ME?) 1 Brand Identity (WHO Are You?) 2 Brand Meaning (WHAT Are You?) 3 Brand Response (WHAT About You?) User Profiles Purchase and Usage Situations Personality & Values History, Heritage, & Experiences Brand Characteristics & Secondary Features Product Reliability, Durability & Serviceability Service Effectiveness, Efficiency & Empathy Style and Design; Price Category Identification Needs Satisfied

12. Connection Triangle Product Benefit What I like it Consumer UHT Why I value it Brand Why I trust it

13. Connection Triangle:Example Product Benefit Quality adhesive Consumer UHT Bonds of family/ friendship/love usually break Brand A bond that will not break