Brand Managers Anchorage AK

This page provides relevant content and local businesses that can help with your search for information on Brand Managers. You will find informative articles about Brand Managers, including "The Top Ten Brand Measures: Branding Strategy Insider". Below you will also find local businesses that may provide the products or services you are looking for. Please scroll down to find the local resources in Anchorage, AK that can help answer your questions about Brand Managers.

Hellenthal & Associates
(907) 277-2315
207 E Northern Lights Blvd Ste 150
Anchorage, AK
Jack Sublime Branding & Design
(907) 748-4894
4303 Hayes St
Anchorage, AK
Flint Hills Resources
(907) 273-3333
3201 C St Ste 308
Anchorage, AK
Ak Sports Marketing
(907) 272-1234
719 E 15th Ave
Anchorage, AK
Global Marketing
(907) 338-2098
2730 Scarborough Dr
Anchorage, AK
Alaska Exposure
(907) 561-2050
999 E Tudor Rd
Anchorage, AK
Gonzalez Marketing
(907) 562-8640
4450 Cordova St Ste 110
Anchorage, AK
Cinema Source Advertising
(907) 349-5123
1200 E 76th Ave
Anchorage, AK
Jim Gribbin Enterprises
(907) 245-0885
3213 W 30th Ave
Anchorage, AK
Henderson, Martha
(907) 258-0167
12501 Bainbridge Rd
Anchorage, AK

The Top Ten Brand Measures: Branding Strategy Insider

If a brand manager could only focus on ten measures of brand vitality, these are the measures that I would recommend:

1.    Top-of-mind unaided awareness – Without this nothing else matters. Research shows that the primary impact of any marketing communication is to increase awareness. Brand awareness is highly correlated with brand favorability and quality perceptions.

2.    Relevant differentiation – This is a key indicator of brand health. The primary purpose of a brand is to create relevant differentiation, leading to strong preference among competitive alternatives, at least among the most important target markets. Brands that are perceived to be strongly differentiated tend to grow in share and command price premiums over time.

3.    Perceived value – Value has a numerator and a denominator. That is, there are a bundle of benefits delivered for a certain price. That ratio of benefits to price should deliver a good or superior value as perceived by the target customer.

4.    Perceived accessibility – People should perceive the brand to be easy to find, purchase and use. This is especially important for consumer products, retail dependent brands and other brands highly dependent upon distribution. While the number and location of distribution points is important to this measure, so are hours of operation, payment methods accepted and other factors that contribute to the overall ease of purchase. That is why we measure this as the overall perceived ease of purchase and usage.

5.    Emotional connection – Do people connect with your brand on an emotional level? If so, this is an indicator of high potential for loyalty and referrals. 

6.    Loyalty – The lifetime value of loyal customers is often not fully appreciated. The rule of thumb is that it is 7 to 10 times more costly to gain a new customer than to keep an existing one. The primary measures of this are:
a.    Actual loyalty as measured by ‘share of requirements’ or ‘share of purchases’ and the following attitudinal measures:
b.    Willingness to recommend the brand to a friend,
c.    Repurchase intent (willingness to repurchase the brand considering all of the experiences the customer has had with the brand), and
d.    Switching propensity given different competitive price discount scenarios or brand out-of-stock situations.

7.    Market share – The brand’s share of market for its targeted market segments.

8.    Price premium – The average price premium the brand commands over other brands in its product categories. This can be based upon the actual price premium achieved or customer research that measures the hypothetical premium that the brand could achieve (if it is not charging a significant premium).

9.    Brand as a badge – Brands that serve as self-expressive badges for their customers tend ...

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