5- Brand Sustainability PDF

5- BRAND SUSTAINABILITY DR. NOUF ALRAYES INTRODUCTION  The fast change in social media has provided opportunities and threats to brands, making it easier for consumers to celebrate and criticize the products and the services they use  The successful implementation of any brand identity requ...

5- BRAND SUSTAINABILITY DR. NOUF ALRAYES INTRODUCTION  The fast change in social media has provided opportunities and threats to brands, making it easier for consumers to celebrate and criticize the products and the services they use  The successful implementation of any brand identity requires digital artwork and guidelines BRAND TOUCHPOINTS  Touchpoints are the chain of interactions that collectively form the customer experience.  Each touchpoint tests the brand promise. BRAND TOUCHPOINT  Touchpoints are critical in delivering a pleasant customer experience.  The evaluation of touchpoints can reveal weaknesses in the relationship and provide opportunities to improve brand experience. BRAND TOUCHPOINT  Guests at expensive hotels would notice the absence of bathroom luxuries like soaps, shampoos and scent because the inclusion of these details as an indicator that the customer is valued. BRAND TOUCHPOINT  The process of monitoring touchpoints can lead to innovation, and the commitment to contious improvement should create new levels of service value  Viewing the bigger picture enables the brand manager to see new connection CUSTOMER JOURNEY  The customer journey provides a method for evaluating customer satisfaction. THE AREAS OF BRAND TOUCHPOINTS Awareness Commitment Loyalty 1- AWARENESS TOUCHPOINT The pre-purchase phase of the journey The customer relationship and concerns the touchpoints provide before purchase The touchpoints delivered to the audience are ➔ Personal recommendations/ advertising/ email/ website/ social media 1- AWARENESS TOUCHPOINT Pre-purchase touchpoints serve to inform the customer audience why this brand is better than any other on the market and how it is relevan to their life 2- COMMITMENT TOUCHPOINT The purchase phase of the journey The customer has raised their awareness of the brand and is now committed to an investment in the brand The touchpoints delivered to audience are ➔ Point of sale/ employee behavior/ packaging/ product design/ online performance 2- COMMITMENT TOUCHPOINT This phase is critical in confirming the customer’s choice in making the right decision 3- LOYALTY TOUCHPOINT The post-purchase phase of the journey The outcome of the brand performance will affect the likelihood of them buying again or referring the brand to their family and social circle This touchpoints that concern the meeting customers’ expectations are ➔ Customer support, instructions, help desk, follow-up communications through telephone, email SOCIAL MEDIA  A brand is not what the owner say it is, it’s what the customers say it is  Social media give customers a very loud voice to share exactly what’s on their mind  “” Customers trust customers not the brand SOCIAL MEDIA  Social media repesent an important tool for keeping the conversation about your brand flowing on social media CONSIDERATION FOR SOCIAL MEDIA  The online brand strategy should integrate seamlessly with the audience’s experience in the physical world  The tone of voic, use of language, and images should be consistent in both online & offline communication  Without a clear strategy for posting an online content, poorly written messages, and irrelevant videos can do great harm to the reputation of the brand PROTECTING YOUR BRAND ASSETS Licensing Franchising 1- LICENSING  When a brand really stands for something, it becomes attractive to other brands that are eager to borrow some of the successful brand’s value to sell their own products and services. CONSIDERATION FOR LICENSING 1. The licensed product or service should reflect: 1. The brand values 2. The quality associated with the brand 2- FRANCHISING  Franchising is selling the rights of one brand to another party in another country  Franchisor➔ sells the right of the business model to an entrepreneur (the franchisee)  Franchisee ➔ buys the right from (the franchisor) to use the proven branded format for a fixed period of time in an agreed geographical location CONSIDERATION FOR FRANCHISING 1. It is important to match the values and the culture in both locations 2. Important to note that the franchisee will affect customers perception of the brand INTELLECTUAL PROPERTY (IP)  Intellectual property protects the brand PROTECTING THE BRAND NAME Offline Online Check the legal availability before Check the availability of matching getting too attached to your choice internet domain names for your Check the governmental regulations website and usernames for social for your region media accounts THREE MAIN CATEGORIES OF INTELLECTUAL PROPERTY (IP)  Trademark  Copyright  Design right  Patents TRADEMARK  Protecting unique distinctive words, logos, slogans, and designs that identify branded goods and services COPYRIGHT  Protect literature, drama, music, art, sound recordings, and film DESIGN RIGHTS  Protecting the shape and the visual look of an object PATENTS  Protecting the processes and feature that make things work CONSIDERATION OF INTELLECTUAL PROPERTY Confidentiality Agreements Database rights Protection NEXT STEP  Managers should always pay a close attention to the changes in the market and environment.  Changes are necessary to be done when needed.  Feedback and evaluations should be continuous Thank you ☺