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

  1. Building and maintaining enhanced client loyalty even in price sensitive markets
  2. Creating stronger more differentiated brand positioning
  3. 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+

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