(Source: Emanuel Rosen, The Anatomy of Buzz: How to Create Word of Mouth Marketing. New York:
Doubleday, 2000, p. 210.)
A brand’s perceived quality increases with increases in advertising impressions, regardless of message.
Research has shown that the media environment affects advertising claims. For instance, quality claims are more effective on elite or prestigious websites because people associate the claim with the media environment.
(Source: Dean Donaldson, “Location Matters: How Ad Environments Affect Performance,” Advertising
Age, December 10, 2009, adage.com/article/digitalnext/location-matters-ad-environments-affectperformance/
(Source: Max Blackston, “Observations: Building Brand Equity by Managing the Brand’s
Relationships,” Journal of Advertising Research 32, no. 3, May/June 1992, pp. 79−83.)
The products and services that achieve the most “buzz” and that benefit the most from buzz are innovative, leading edge, and of superior quality—often creating a new standard for customer experience.
The typical No. 1 brand is worth 10 percent more than the No. 2 brand to consumers (range: zero percent to 35 percent).
© 2015 Brad VanAuken, excerpted from Brand Aid, second edition, available here.
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