8

driving the consumer from brand awareness to brand insistence

My company believes that the ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence. Our brand insistence model incorporates five elements that drive consumers to insist upon a particular brand to meet their needs—brand awareness, relevant differentiation, value, accessibility, and emotional connection (see Figure 8–1). We believe that these five areas of emphasis and activity are the primary drivers of consumer brand insistence.

Brand Awareness

Brand building begins with awareness. Consumers first must be aware that there are different brands in the product categories in which your brand operates. Next, they must be aware of your ...

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