Communities create emotional connection and loyalty. They also
facilitateadd-on sales. What do Coca Cola, Harley Davidson and
BARBIE have incommon?
All are highly dependent on brand communities. Brand communities
holdmore brand-building potential than any other communication
form.These three brands developed such potent spirit their core
audiencesaccept them almost as personal brands.
The audiences own the brands at least, they feel they do. This
is referredas CSP, for Customer Selling Proposition. Its the
ultimate brandingachievement. But, in order to achieve this, a
brand must go throughfollowing stages:
Stage 1: Unique Selling Proposition (USP):
It has been discussed earlier. This is the foundation of crating
brandcommunity.
5 Stages That a Brand Must Go Through for Creating Brand
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Stage 2: Emotional Selling Proposition (ESP):
This is what Coke and Pepsi constantly do. These brands
differentiatethemselves from each other according to feelings and
values they promotein consumers, rather than to rationally analysed
product attributes.
It can be observed in brands such as Nike, a cult even among
itsemployees. Over the years, Nike has been known for the sports
culture itpromotes among its staff. The organisation is more than a
workplace.Nike is a lifestyle for its workers.
Stage 4: Brand Selling Proposition (BSP):
Harry Potter and Pokemon are examples of brands that work from
theBSP. The product is irrelevant. As long as the brand name is
attached, aproduct will sell on the names strength. Five Harry
Potter books havebeen published to date, yet over 3,000 related
products have beenreleased!
Stage 5: Customer Selling Proposition (CSP):
It is the pinnacle of brand-building success. At this altitude,
consumersassume ownership of the brand and do most of the
communication workfor you as part of the community.
5 Stages That a Brand Must Go Through for Creating Brand
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Brand Promise : 6 Stages of Brand Promise are as
Follows1.Corporate Brand: Notes on Creating a Corporate
Brand2.Essay on Creating a Global Business Brand (725 Words)3.Basic
Components of Strong Company Brands: BrandPromise & Brand
Delivery
4.
Brand: 3 Ways of Leveraging Brand Equity5.Brand Management and
Benefits of a Brand for a Company6.3 Important Methods for
Achieving Global Brand Presence7.Brand: 5 Main Elements of Brand
Equity Explained8.Brand: Notes on the Concept and Significance of
AssociatedBrands
9.
Brand Building: 7 Factors of a Successful Brand Building10.
Articles on Branding
headhonchos.com/LinkedIn
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