Healthcare Insurance Research
Brand
Brand has been defined by Marketers in many different ways: as
"a name, sign, or symbol", "a promise", "a set of assets or liabilities that adds to value", "a corner of your customer's mind", "your DNA", and others. It is intangible, defined by your customers, and your customer's foundation of trust in you. It is, most importantly, crucial to acquiring new customers and retaining existing customers.
Brand is created by the accumulation of experiences your customers have with your products and services; your people and how they serve your customers; your sales and advertising messages; the way your brand is packaged; the history and reputation of your company. A good brand is built through the total experience that it offers your customers. A good brand should create not only a behavioral attachment but also (and more importantly) an emotional attachment with your customers.
Because of the nature of a brand, the value of your brand can only be determined by unlocking the minds of your customers to understand their expectations of and experiences with your brand. Questions may include:
- What is your vision of your brand? Is your vision perceived as original, motivational, and inspiring by your customers?
- What role does your brand play in their decision-making? How does it compare with the role of other attributes?
- How aware are your members and employers of your brand? How do they perceive your brand? How believable is your brand?
- What are your customers' expectations of your brand? How do you measure up to those expectations?
- What impact does brand have on customer acquisition and retention? How attached are customers to your brand?
- How "healthy" is your brand? What can you do to make it "healthier"?
- How does your brand strategy fit into your marketing strategy?
- How do your customers experience your brand? How can you improve that experience?
- How does your brand stack up with the brands of your competitors. What are the perceived strengths and weaknesses of your brand versus the brands of your competitors? How can you differentiate your brand from the brands of your competitors?
- How can you best articulate/communicate the value of your brand?
To get answers to these and other questions,
contact us for a proposal.
