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Every point of contact is a form of communication and it is, therefore, necessary to consider touch points as a communication platform. Touch points can be either physical or a human interaction between a brand and the consumer which influence customer decision-making process during pre-purchase, purchase and post-purchase. [51]
Smith [8] has developed a six-step process to develop an effective experiential branding strategy. The first step includes carrying out a customer experience audit in order to analyze the current experience of the brand. The second step is to create a brand platform and develop a touchpoint with customers. The following step includes designing ...
Betancur, for example, has proposed a more complete process: NAITDASE model (in Spanish: NAICDASE). Betancur's model begins with the identification of a Need (the consumer's perception of an opportunity or a problem). Following the Attention and Interest stages, consumers form feelings of Trust (i.e., Confidence).
In marketing, brand management is the control of how a brand is perceived in the market.Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand, and the relationships they have with it.
Creating brand awareness is the main step in advertising a new product or bringing back the older brand in light. Brand awareness consists of two components: brand recall and brand recognition. [ 2 ] Several studies have shown that these two components operate in fundamentally different ways as brand recall is associated with memory retrieval ...
AHP is targeted at group decision making, [3] and is used for decision situations, in fields such as government, business, industry, [4] healthcare and education.. Rather than prescribing a "correct" decision, the AHP helps decision makers find the decision that best suits their goal and their understanding of the problem.
Marketing strategy refers to efforts undertaken by an organization to increase its sales and achieve competitive advantage. [1] In other words, it is the method of advertising a company's products to the public through an established plan through the meticulous planning and organization of ideas, data, and information.
The marketing research process is a six-step process involving the definition of the problem being studied upon, determining what approach to take, formulation of research design, field work entailed, data preparation and analysis, and the generation of reports, how to present these reports, and overall, how the task can be accomplished. [1]