Sunday, March 28, 2010

What is the process for creating brand-knowledge?

Creating brand-knowledge is a process of transforming beliefs to experiences and experiences to beliefs. In addition, creating brand- knowledge requires that marketers exchange information with consumers and that brand-knowledge is transferred between individuals and groups within the organization.

The process has four phases. (Taking the first letter of each phase, the process is named NeSCI.)

Needs phase
The marketer shares experiential brand-knowledge (tacit knowledge) with the consumer, in order to gain a sense of consumer needs.

Concept phase
The marketer translates the experiential brand-knowledge into explicit brand-knowledge in the form of brand concepts and briefs, such as research or creative briefs, which can be shared with other members and groups in the marketing organization.

Strategy phase
The marketer shares the explicit brand-knowledge such as briefs, with other groups, such as R&D, finance, consultants, etc. Each group uses the briefs to develop further explicit brand-knowledge in the form of strategies and plans, such as a product formula, sales forecast, advertising communication, etc.

Implementation phase
The strategies and plans (explicit brand-knowledge) ultimately are translated into actions and experience (tacit brand-knowledge) by consumers.

As consumers gain new experiential brand-knowledge, the marketer again shares the experience with the consumer, so the process begins a new cycle.

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