Consumers
Sarah West Hixson
Created on September 18, 2024
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Transcript
Consumers: Frames and Worldviews
Brand Hunt Grading
- I read each one! Grade them all before posting! (Fair distribution of points & COL)
- I have skimmed through them all.
- General feedback:
- Some understanding of the impact of brand positioning/pyramid
- Some discussion on environment/merchandising
- Some made a key discovery...
How hard was it to find unknown brands?
Fashion Brand Management Map
Consumers
Products
Strategies
Today's Focus
Course Objectives
Omni-Channel
Metrics (KPI)
Digital
Physical
Distinctive Elements
Consistency
Experiences
Symbolism
Controlled by the Brand
NOT controlled by the Brand
Communicating to Consumers
Imagining their experience
How to Empathize
Demographics
Gender
How do we start to understand a consumer?
Generation
Income
Origin Story
Media Consumption
Serena
Thinking about unique experiences
Chuck
Jenny
This tells us the Worldview ... How do we build Frames?
Defining Pain Points
Where do negative experiences happen?
Discovery
When they find the product/brand
Consideration
Research/reading reviews/etc.
Evaluation
Try-ons/In-store shopping/In-depth reviews (blogs)
Purchase
Exchange currency for product
Fulfillment
Delivery/Follow-up
Advocacy
Providing reviews formally or informally
When something goes wrong! This is a Pain Point. -Damages brand image, lowers brand equity, decreases trust and loyalty
When something goes right! -Builds brand image, builds brand equity, increases loyalty
Communicating Authenticity
How important is it for branding?
What does it mean?
What does it look like?
Building Frames
Gain or Loss
Communicating authenticity to the consumer:Frames for their worldview
Temporal AKA Timing
Value
Goals
The Customer Journey
Considering Mental and Physical Availabilty
Mental Availability - Brand Salience (discovery and research phases) Physical Availability - Can the purchase occur easily?
How to Create a Persona
Gender
Generation
Income
Important Worldviews
Customer Journey Map
This assignment challenges you to design a customer journey map that enhances customer experiences by integrating consumer frames and worldviews. When you have completed the activity, you will understand how to create a journey that aligns with strategy goals, improves consumer metrics like engagement, and builds brand image.
Purpose
This will be a component of your final project if you are hired as Experience Manager. Your submission may be used by the Brand Manager to determine their team if you score high enough COL points.
Final Project Component
Anticipate Omnichannel requirements!
00:30
Does Nike's "Just Do It" emphasize Gain or Loss? How?
How do you define authenticity?
00:30
Serena is a publicist that likes to unplug in the evenings with an ebook and a martini. How might a Brand reach her?
Course Objectives
- Identify basic terminologies and concepts in fashion branding and marketing
- Explain the importance of brand experience in establishing brand equity and salience
- Comprehend different types of brand strategies and their key benefits and costs
- Identify the characteristics of highly effective brand communication
- Explore the future of digital brand communication in the light of constant changes in the retail environment
- Develop a successful fashion brand omnichannel launch strategy designed to enhance sales and profits
00:30
Jenny is a fashion designer with an elevated awareness about brand strategies. How might a Brand reach her?
What're some negative experiences you can recall from a fashion brand?
01:00
00:30
Which emphasizes value more: Luxury or Mass Market brands?
00:20
Think about the brand pyramid. How does income relate?
00:30
What kind of goals does Reformation communicate their brand buyers can achieve?
00:30
What are some fashion brands that capitalize on seasonal events?
00:45
00:45
What're some positive experiences you can recall from a fashion brand?
01:00
00:30
Chuck is an entrepreneur that binges marketing YouTube guides. How might a Brand reach him?