The Brand Action Model™ is a sociological construct that provides a unique perspective on consumer relationships to brands. It is based on elements of the best of the Sociological Community Models.
Our approach offers fresh insights into consumer connections to brands. By understanding the social dimensions of branding, the model enables us to manage the impact of environmental influences and leverage them to build a brand community, complete with supportive institutions and brand partners.
For the advertising industry, this is a new model for business success. The business benefits in taking this approach include
- Building and maintaining enhanced client loyalty even in price sensitive markets
- Creating stronger more differentiated brand positioning
- Developing a stronger base upon which to build brand extensions
Brand Action Model – Current Practice
|Focus on end user/consumer||Convert the social system of value chain intermediaries, AND consumers to belief in the brand|
|Generating brand awareness and motivating behaviors of individuals||Building brand allegiance through end user/consumer influencers and institutions|
|Communications creativity||Integrated communications strategy|
|Purchasing||Evangelizing value chain members|
|Focus groups, surveys||Addition of history, ethnography, cultural anthropology, participant observation, semiotics2|
|Primary offering: advertising||Primary offerings: IBP Strategy and implementation+|