了解消費者如何選擇品牌以推動品牌成長--章節2/2

比起良好的產品表現,品牌親近度更是區分品牌、讓一個品牌成為消費者首選的關鍵。BVC模型能夠幫助企業了解他的品牌是否擁有該品牌規模應有的品牌取得意願,有效地將成長潛力最大化,或是將損失最小化。 Compared with performance, closeness is more likely to discriminate brands and push a band into being high ranked first. BVC (Brand Value Creator) helps you understand whether your brand has as much desire as it should, relative to its size. It can lead you to the best ways to maximise the growth potential, or minimise losses.

了解消費者如何選擇品牌以推動品牌成長--章節2/2

BVC(Brand Value Creator)模型使用兩種指標來衡量一個品牌成為消費者第一選擇的能力:產品表現和親近度。產品表現單純衡量一個品牌的產品是否能滿足消費者的需求,是否能達到消費者的期望。產品表現的衡量通常會回歸到該品牌產品的功能性,或者說是該類別產品的功能性,像是這項產品是否能讓衣服更乾淨,或讓你的口氣更清新?這樣的關聯性通常是產品進入市場的必備條件,也就是說一項產品如果不具備這樣的功能,就不會被消費者考慮。然而一個品牌如果單純只在功能上有超越其他品牌的表現,其優勢通常轉瞬即逝,很快就會被複製。
BVC assesses a brand’s ability to be first choice using two metrics – performance and closeness. “Performance”, simply put, is whether a brand meets your needs – whether it does what you need it to do. Typically, performance ratings will link back to the functional purpose of the brand, or more likely the category: does it make your clothes clean, your breath fresh, etc. Such associations are often prices of entry – if you don’t have them, you won’t be considered – but genuine superiority in functional performance tends to be fleeting and quickly copied.