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Brand Conversion Modelin English•Overview of Brand ConversionModels•The motivationalelements ofbrand transformation model•Application scenariosof brandconversionmodels•Implementation stepsof brandconversionmodel•Successful Casesof BrandConversionModels01Overview of BrandConversion ModelsDefinitionand characteristicsDefinitionTheBrand ConversionModel isa marketingstrategy thatfocuses onconverting prospectsinto localbrand customersCharacteristicsIt emphasizescreating brand awareness,building brandloyalty,and maintainingbrand consistencytoachieve long-term customerretention andgrowthThe Importance of BrandConversion ModelsCustomerBrand CustomerRetentionAwareness LoyaltyByconverting prospectsinto A strong BrandConversion As uc ce ss fu lB ra n dlocal customers,brands canModel raisebrand awareness,ConversionModelfocuses onretainexisting customerswhile makingthe brandmore customerloyalty,leading togrowingtheir customer base re co gn iz ab le andincreased customerlifetimed i s ti ng uish ab le fr om value and advertisingcompetitorsTheHistory andDevelopment ofBrand ConversionModels0301022000s041980s1990s2010sThe integrationof brandingTheconcept ofbrandand CROmore common,management emerged,emphasizing theimportance Therisk ofdigital marketingfocusing oncreating aThe eraof personalizedofbranding andbrand ande-commerce ledto anseamless customermarketing,where brandsuseequity increasein theuse of experience acrosschannels dataand technologyto tailconversionrate optimization their messagesandCRO techniquesto improveexperiences toindividualonline conversionscustomers02The motivationalelementsof brand transformationmodelBrand PositioningBrand Positioning01It is the uniqueposition thata brandoccurs inthemind of customers Itdetermines whatthe brandstandsfor inthe mindsofcustomers and helpsincreating apoint ofdifference fromcompetitorsImportance ofBrand Positioning02Astrong brand positioningcan helpa brandbuildbrand awareness,create brand identity,and establishbrandloyaltyMethods ofBrand Positioning03Methods such as marketresearch,target audienceanalysis,and competitionanalysis areused toidentifythe rightpositioning fora brandBrand ImageBrand ImageImportance ofMethods ofBrandImage BuildingBrandImageIt isthe overallperception Astrong brand image canMethods such as consistentthat customers haveabout aenhance thevalue of a brandbranding,quality productsbrand,including itsidentity,and makeit moreattractive to and services,anda strongreputation,and personalitycustomers,leading tovisual identitycan help inincreased sales and marketbuilding a strongbrand imageshareBrand ValueBrandValueIt isthe wordofa brand to customersandis determinedby thebenefits andexperiencesthatcustomersreceive fromthe brandImportantofBrandValueA strongbrand valuecan helpabrandto chargepremium prices,buildcustomer loyalty,and createa senseof urgencyto buythe brandMethodsof CreatingBrand ValueMethods such asinnovation,product development,andcustomer service canhelpin creatinga strongbrand valueBrandCommunicationBrand CommunicationItistheprocess ofconveying the brands messagetocustomersthrough variouscommunication channelsImportanceofBrandCommunicationEffective brandcommunication canhelpincreating brandawareness,building brandidentity,andenhancing brandimagesMethods ofBrand CommunicationMethodssuchas advertising,public relationships,digital marketing,and socialmediamarketing canbe usedfor effectivebrand communicationBrand Loyalty要点一要点二要点三BrandLoyaltyImportanceofMethods ofBrandLoyalty BuildingBrandLoyaltyIt isthe customersloyalty to the Highdear customersare moreMethodssuchas providingbrand,manifested asthe liketo staywith the brand,even exceptionalcustomerservice,customers repeatpurchase andduring periodsof changeor creatinga senseof communityrecommendedpurchase behaviordiversity,leading toincreased amongcustomers,and offeringtowardsthe brand.salesandprofits rewardsand recognitioncan helpinbuilding brandLoyalty03Application scenariosofbrand conversionmodelsProduct BrandConversion•Product BrandConversion:This modelis typicallyused when a company hasastrongproduct brandbutneeds toconvert itinto aservice brandor anorganizationalbrand Itinvolves repositioningthebrand frombeing associatedwith aspecific producttorepresent anentire range of servicesor theentireorganizationProduct BrandConversionKey StepsIdentify the targetaudience andtheir needsUnderstandthe currentbrandimageand positioningProductBrand ConversionDevelopa newbrandidentitythat alignswith thedesiredservice ororganizational brandImplementmarketing strategiesto communicatethenew brandidentity effectivelyServicebrand transformation•Service BrandConversion:This modelis usedwhen acompanywants totransformits productbrand into aservice brandIt involvescreatingastrongserviceidentity thatsets thebrandapart fromcompetitors andreconcileswith customersServicebrand transformation01Key Steps02Identifytheunique valueproposition of theservice03Define theservice experiencethat customersshouldhaveService brandtransformationCreate aservice culturewithin theorganizationImplementmarketing strategiestopromote the new servicebrandidentityOrganizational brandtransformation•Organizational BrandConversion:Thismodel isusedwhenacompanywantsto transformits brandfrom beingassociatedwith aspecific productorservice torepresent theentireorganization Itinvolves creatingastrong organizationalidentity thatreflectsthe companysvalues,culture,and missionOrganizationalbrandtransformation01Key Steps02Define theorganizational values,culture,and mission03Create aclear organizationalidentity thatresonateswith stakeholdersOrganizationalbrand transformationImplementinternal andexternal Continuouslymeasure andadaptcommunication strategiesto thebrand strategybased onpromotetheneworganizational feedbackand performancebrandidentity indicatorsVS04Implementation stepsofbrand conversionmodelMarket research and target market analysisIdentifyingthe targetmarketFirstly,it isnecessary toconduct in-depth researchonthe market,clarify thedemand,scale,and characteristicsofthetargetmarket.Competitive analysisUnderstandthebrandpositioning,product features,and servicesof competitorsin ordertobetter developdifferentiation strategies.Brand positioningand strategydevelopment要点一要点二Brand positioningBrand strategyBasedon marketresearchandcompetitor analysis,Develop brandcommunication,productdetermine the core valuesand targetconsumer development,channel strategies,etc.to ensurethegroups ofthebrand.brands competitiveadvantage inthemarket.BrandImageDesign andCommunicationBrand imagedesign BrandCommunicationCreating aunique brandimage Chooseappropriate communicationthroughvisual elementssuchaslogos,channels suchasadvertising,publicfonts,colors,etc.relations,content marketing,etc.toconvey brandvalueandstory.Brand valueenhancement andmaintenanceBrand valueBrand maintenanceenhancementEnhancethecorecompetitiveness ofHandle brandcrises ina timelymannerthe brandthrough innovativeproducts toensure thatbrandimageis notandservices.damaged.Brand loyaltymanagement andexpansionCustomer loyaltymanagementEstablish amembership system,reward points,etc.,to improveconsumerloyalty andrepurchase rate.Brand expansionThroughmergers andacquisitions,cooperation andother means,expandmarket shareand businessscope,and achievesustained brandgrowth.05Successful Casesof BrandConversionModelsCase One:Apples BrandTransformation0102030405Summary:Apples DetailsProduct Innovations:Design Focus:The MarketingStrategy:brandtransformationApple introducedcompanys attentionApples marketingfrom a nicheproducts likethe todetail andsleep campaignswerecomputer iPhone,iPad,and designshelped createtargeted,creative,andmanufacturer to a MacBookPro,which adistinct brandboth progressive,global lifestylebrand revolutionizedtheir identityfurther enhancingisconsidered oneof respectiveindustries theirbrand imagethemost successfulbrandconversionsCase2:Starbucks BrandTransformation0102030405Summary:Starbucks DetailsPremium Offerings:Store Environment:Brand Associations:transformed froma Starbucksintroduced Thestores aremore Starbucksassociatedlocal coffeeshop premium coffee beans,inviting,with a focus theirbrand withchainintoaglobal espressodrinks,and oncomfort andpositive valueslikecoffee empire,with aeven theirown lineof community,sourcing community,warmth,focus onpremiumcoffeerelated customersto stayand qualityproducts and productslongerexperiencesCase Three:Teslas BrandTransformation•Summary:Tesla Motorstransitioned froma nicheelectric car manufacturer toaglobal leaderinsustainable transportationCaseThree:Teslas BrandTransformation01Details02Innovative Products:Teslas vehiclesare known for theiradvancedtechnology andperformance,redefining theelectriccarmarket03BrandPositioning:Tesla positionedthemselves asa forwardthinking,environmentally friendlycompany withafocusontechnology04Elon MusksLeadership:The companyscharacteristic leaderaddedtothebrands assuranceand influenceCase4:IKEAs BrandTransformation•Summary:IKEA transformedfromasmallSwedish furnituremanufacturertoa globalfurnitureretail giantknownfortheir affordable,modern designsCase4:IKEAs BrandTransformationDetails Costeffective Design:IKEAs furnituredesignsare knownfor beingfunctional,stylish,and feasibleRetailStrategy:The companyopened largeCustomer Experience:IKEA emphasizeda fun,stores inprime locations,attracting familyfriendly shoppingexperience withcustomersfrom farand widetheir restaurantsand playareasCase5:Amazons BrandConversion•Summary:Amazon transitionedfrom anonline bookstoretoacomprehensive e-commerce giftofferinga widerangeofproductsandservicesCase5:Amazons BrandConversionDetails ExpansiveProduct TechnologyInnovations:Prime Membership:Catalog:Amazons Thecompany hasbeen atAmazon Primeproductcatalog hasthe forefrontofe-established aroyalgrown toinclude mostcommerce technology,customerbasewithanything consumersinvesting inareas likeAI,exclusive benefitslike freecouldwant cloudcomputing,and shippingand streaminglogisticsservices。