In today’s fiercely competitive market environment, applying important theories such as Value Assessment and Brand Perception plays a crucial role in a marketing strategy. Value Assessment helps identify the most important factors for customers, as seen through leading brands like Apple or Google, which not only create products but also provide a sense of experience and entertainment for users. Brand Perception, from a different perspective, evaluates how customers perceive a brand, such as Nike’s “Just Do It” campaign, helping create a strong image and connection with consumers. However, both methods have their own drawbacks, such as Value Assessment may overlook emerging factors, and Brand Perception does not provide information about the reasons behind customer perception.
Combining both theories in customer analysis brings many benefits. Understanding deeply the factors determining customer buying behavior helps build an effective marketing strategy. For example, the Coca-Cola brand has succeeded in combining both theories through the “Share a Coke” campaign, stimulating emotions and creating a close relationship with customers through personalized products.
However, applying both theories also requires in-depth understanding and careful analysis to avoid misunderstandings and distortions in evaluation. For example, misidentifying important factors to customers can lead to the development of inappropriate products or services. Therefore, using both theories needs to be done carefully and meticulously to ensure the accuracy and effectiveness of the marketing strategy.
Overall, combining the theories of Value Assessment and Brand Perception is an important step in building a sustainable and successful marketing strategy. This helps businesses better understand customers and create products, services that align with their desires, while also strengthening brand image and enhancing relationships with customers.
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