JWI 575 Consumer Relationship Model of Corporate Social Performance
Branding
Austin took some time to define the essential brand for Tio as a drinkable soup that replaces a meal. According to Heaton, “Branding is the expression of the essential truth or value of an organization, product, or service.”
Review the definitions below:
CHANNELS: Describes how a company communicates with and reaches its Customer Segments to deliver a Value Proposition.
CUSTOMER RELATIONSHIPS: Describes the types of relationships a company establishes with specific Customer Segments.
Think about branding in relation to your “big idea” and answer the prompts below:
How will you reach the necessary Channels to communicate with your prospective Customer Segments?
What type of relationship does each of your Customer Segments expect you to establish and maintain with them?
What questions or uncertainties do you have about the brand you would like to create?