Brand Admiration: Building A Business People Love by unknow

Author:unknow
Language: eng
Format: epub
Publisher: John Wiley & Sons, Incorporated
Published: 2016-10-03T00:00:00+00:00

Worse Than Referent Same As Referent Better Than Referent Benefit Importance (Weight) Subtotal

Benefits Cirque du Soleil: Ringling Brothers −3 −2 −1 0 1 2 3

Excitement (Enticement) ✓ 0.1 0.1 × 2 = 0.2

Comfort (Enablement) ✓ 0.2 0.4 × 2 = 0.4

Fun (Enticement) ✓ 0.3 0.3 × 1 = 0.3

Ticket Price (Enablement) ✓ 0.2 0.2 × –2 = –0.4

Sophistication (Enrichment) ✓ 0.2 0.2 × 3 = 0.6

Total 1.1

Value-Enhancement Strategies That Strengthen Brand Admiration

In Chapter 1 we defined a brand as a value-generating entity (name) relevant to both customers and the brand owner. If no one wants to buy the brand, it fails to provide value to either customers or the company. This chapter returns to the concept of value and links value to the value-enhancement strategies shown in Table 7.1.

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