Brand evolution on a higher level (part 1)

Today we already know that the classic ‘knows it-uses it-loyal’ type measurement is not enough in marketing any more. GfK has been researching the evolution of brands, with the help of which we can map the feelings consumers have about certain products and thereby can contribute to organising more successful campaigns. GfK’s international team created a new scientific model (preceded by GfK research on more than 200 brands of 11 industries) for introducing the relationship between brands and consumers.

The model uses the metaphors of 27 human relationships to describe consumer attitude towards brands. Such concepts have been introduced as BaCE – Brand and Customer Experience, ConX – Consumer Experience measurement or XP – Experience Point. With the help of the GfK ConX matrix it can be revealed which are those points where meeting brands becomes positive or negative experiences. In the next stage we are trying to answer the questions ‘what’, ‘where’ and ‘how’. In the human relationships of the 21st century best friends represent the strongest tie. Best friends are hard to find and it takes years or decades to build good relationships. We can only make friends with a person or a brand if we move forward step by step.