Page 222 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Brand Development and Brand Strategy 191

emotional benefit. For example, some kids would like to buy cereal
with a sports star on the box for the sake of emotional benefit, not the
taste of the cereal itself.
4. Customer perception is not always at a conscious level. If we ask a
customer why a product or service is chosen, sometimes we may get
a rational answer, and sometimes we may not. Even if there is a
rational answer, it may not be the whole story. Feelings about a
product or service may not be easily articulated, because these
feelings are complex, hard to explain, sometimes subconscious, and
may not be rational.
Because the relationship between customers and the things they buy is
complex, brand names become a short cut for customers to choose the
products or services. When customers gradually develop a positive per-
ception about a product or service, the thing that they remember about the
product or service is its brand name. The feelings and perceptions are often
contagious; these customers will spread their feelings and perceptions to
friends, family members and other people with similar opinions and this
will create a snowball effect. Watkins (1986) used Fig. 8.2 to illustrate the
model of customer choice:

Customers derive their buying decision making by a complex set of per-
ceptions and demands. Therefore, a successful brand should also address
many elements of customer perception and demand. The following criteria
for a successful brand is adapted from Arnold (1992):

1. On the product or service level, it must deliver the functional benefits
to meet the market need at least as well as the competition. No product
or service will survive in the long run if it does not perform. A brand
is not merely the creation of advertising and packaging.
2. A first-of-its-kind product or service in a particular area is a strong
basis to build a brand. However, the brand will not be successful in the
long run if it cannot make customers satisfied. When competing in a
crowded market with many existing brands of similar products, a
newcomer has to provide a significant advantage in some area of
benefits (functionality, price, emotional) in order to compete effectively
with incumbent brands.

Regular
Knowledge Brand Brand Brand brand
Unawareness Awareness
of features preference trial repurchase repeat
purchase
Figure 8.2 Model of Customer Choice (Watkins 1986)