{"id":11131,"date":"2021-10-07T13:53:34","date_gmt":"2021-10-07T11:53:34","guid":{"rendered":"https:\/\/www.bestviso.com\/?p=11131"},"modified":"2025-09-23T13:58:50","modified_gmt":"2025-09-23T11:58:50","slug":"the-path-to-market-success-knowledge-of-brand-drivers","status":"publish","type":"post","link":"https:\/\/www.bestviso.com\/en\/the-path-to-market-success-knowledge-of-brand-drivers\/","title":{"rendered":"The path to market success: knowledge of brand drivers"},"content":{"rendered":"

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Owners of strong brands are aware of the particular brand drivers that strengthen their brands and increase the probability of market success while differentiating them from the competition. Properly implemented, the brand drivers will develop their own, unmistakable brand image, by maintaining a clear profile and binding customers in an emotional way. Over the long term, they succeed at maintaining a consistent brand core – yet they\u2019re capable of recurrently adapting to technological and social changes.<\/span>\u00a0<\/span><\/p>\n

All the same, we often encounter companies that don\u2019t examine their own image or the decisive drivers for brand strength from the category buyer\u2019s perspective. Failure to do so leads to a diluted brand profile, resulting in far-reaching economic and financial disadvantages – because when it comes to product development or communication, simply pursuing every channel willy-nilly is akin to randomly poking around in heavy fog. Even market research investment fizzles out if brand or product communication concepts are grounded upon merely internal hypotheses. When that happens, even the best-laid plans are quickly and mercilessly punished by the consumer.<\/span>\u00a0<\/span><\/p>\n

Measuring\u00a0brand image and\u00a0analyzing\u00a0brand drivers<\/h2>\n

The first step – after awareness – is measuring brand image. Along with personality or tonality, this measurement will include functional and emotional benefits. Accomplishing this purpose requires that we define a comprehensive range of these variables. Using qualitative research, it becomes possible to ascertain the motivational needs in all relevant motivational dimensions. In a second stage, you operationalize these needs in quantitative image statements. Furthermore, market research institutes offer various brand models featuring\u00a0diverse dimensions\u00a0and benchmarks. These include the well-known brand iceberg, brand health models, the brand value creator, or relationship types ranging up to short image batteries adapted to individual clients.<\/span>\u00a0<\/span><\/p>\n

\n

\u201cEternally\u00a0committing yourself\u00a0to one brand model? You should be put to the test.\u201d<\/h2>\n<\/blockquote>\n

At this juncture, it\u2019s certainly logical to obtain a good overview and to choose a model that will fit the company over the long term. Raising the brand status only once, on a one-off basis, simply won\u2019t suffice. Once the core idea – the brand essence – has been defined and implemented, it should also remain valid for many years to come. So, it is vital to repeatedly measure the associated image dimensions, in order to track the brand communication\u2019s long-term success.<\/span>\u00a0<\/span><\/p>\n

The particular model that makes sense\u00a0for the company\u00a0will hinge\u00a0on the industry and the type of communication with the customer. If a customer relationship is maintained\u00a0mainly\u00a0through direct personal and digital contact,\u00a0then\u00a0a model\u00a0focusing primarily on\u00a0relationship strength with customers\u00a0can be\u00a0helpful.\u00a0Conversely,\u00a0another model is more suitable for consumer goods companies that sell\u00a0products through retailers and\u00a0conduct communications via\u00a0both\u00a0the internet and traditional media.\u00a0Here, the relevant dimensions include\u00a0sympathy, loyalty, trust,\u00a0and satisfaction, as well as those emanating from the market itself.<\/span>\u00a0<\/span><\/p>\n

The key to success: brand drivers for emotion-based\u00a0brand loyalty<\/h2>\n

Strengthening a brand unequivocally requires analysis of the elements that drive brand strength. Oriented towards the functional and emotional benefits derived from the product category, such a driver analysis will enable the client to discern factors determining brand loyalty. In turn, this loyalty will exert significant influence over the sales potential, because loyal customers \u201cforgive\u201d the brand considerably – and are often willing to pay a higher price.<\/span>\u00a0<\/span><\/p>\n

In this context, of course, the analysis should always remain focused upon relevant\u00a0competitors.\u00a0After all, brand positioning based upon relevant brand drivers should be sufficiently differentiated from the competitors. Subsequent need-gap analyses are deployed to ascertain those areas in which a company is already performing well and to determine which driving dimensions should be strengthened. The resulting findings will aid in developing target-oriented strategies and measures for future product development and communication.<\/span>\u00a0<\/span><\/p>\n

Would you like to better familiarize yourself with the drivers of your (potential) customers? The BESTVISO Customer Safari<\/a> and Insights Workshop will show you how to keep your finger on the pulse of the consumer and shopper – so you can identify psychological needs and drivers and generate true insights. The BESTVISO Brand Positioning and Development workshop<\/a>\u00a0will enable you to understand and successfully activate relevant brand drivers and criteria for brand selection.<\/span>\u00a0<\/span><\/p>\n

If you have further interest in brands, you can find\u00a0additional information\u00a0on the topic in our blog<\/a>.<\/span>\u00a0<\/span><\/p>\n

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Owners of strong brands are aware of the particular brand drivers that strengthen their brands and increase the probability of market success while differentiating them from the competition. Properly implemented, the brand drivers will develop their own, unmistakable brand image, by maintaining a clear profile and binding customers in an emotional way. Over the long […]<\/p>\n","protected":false},"author":4,"featured_media":11134,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[30],"tags":[],"class_list":["post-11131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand"],"yoast_head":"\nThe path to market success: knowledge of brand drivers – BESTVISO<\/title>\n<meta name=\"description\" content=\"Strong brands set an example: They have a differentiating brand image. 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