BRAND BUILDING

THE BRAND EXPERIENCE & SUSTENANCE MODEL

This model has been built to better understand the various parameters that are involved in the road to the creation of brand sustenance. Every parameter is influenced by the consumers and their experience acts as the bridge between building a brand from inception to its sustenance through brand loyalty.

The variables influence each of the parameters and determine the success and future of the brand. The major drivers of the model; Brand Experience and Brand Ambassador are determined by brand usage, indirect experience, brand performance; and Viral Marketing, B2B-B2C-C2C, Relationships respectively. Relationships for instance are the collaborations and partnerships that firms have with their clients and other complementary businesses.

BRAND BUILDING

Brand Awareness

Points of Difference

Points of Parity

Competitive Advantage

Associations

Image

Identity

Brand Experience

Usage

Indirect

Performance

Brand Loyalty

Repeat Business

Recall

Resonance

Brand Ambassadors

B2B B2C & C2C

Relationships

Viral Marketing

Brand Sustenance

Continuous Augmentation

Equity

Consistency