5 Drivers of Brand Insistence

What is Brand Insistence?

Brand insistence is when a customer is completely loyal to a particular brand for a type of product. For example, a customer who will only purchase a favorite brand of sports shoe. It is considered a complete form of brand loyalty in which a customer has stopped comparing the brand to other products. Brand Insistence is the ultimate goal that every marketer dreams to achieve.

A type of exceptional consumer loyalty to a particular trade named product where they actively pursue its acquisition and will not accept a substitution or generic product instead. The ultimate test of a successful marketing campaign for a business brand is the degree of brand insistence that it generates for the product among consumers.

1. Awareness

2. Relevant Differentiation

3. Perceived Value

4. Accessibility

5. Emotional Connection

• Awareness

First, consumers must be aware that there are different brands in the product categories in which your brand operates. Next, they must be aware of your brand. Ideally, your brand should be the first one that comes to their minds within specific product categories and associated with key consumer benefits. Consumers should be able to identify which products and services your brand offers. They should also be able to identify which benefits are associated with the brand. Finally, they should have some idea of where your brand is sold.

• Relevant Differentiation

This is the most important thing a brand can deliver. Relevant differentiation today is a leading-edge indicator of profitability and market share tomorrow. Does your brand own consumer-relevant, consumer-compelling benefits that are unique and believable?

• Value

Does your brand deliver a good value for the price? Do consumers believe it is worth the price? Regardless of whether it is expensive or inexpensive, high end or low end, it must deliver at least a good value.

• Accessibility

Your brand must be available where consumers shop. It’s much easier for consumers to insist upon your brand if it is widely available. Slight brand preference goes a long way toward insistence when the brand is widely available. The importance of convenience cannot be underestimated in today’s world.

• Emotional Connection

First, the consumer must know your brand. Then he or she must like your brand. Finally, the consumer must trust your brand and feel an emotional connection to it. There are many innovative ways to achieve this emotional connection from advertising and the quality of front line consumer contact to consumer membership organizations and company-sponsored consumer events.