True brands engage consumers and affect their decision-making at shelf, as consumers equate brands with value. That finding comes out of Brand Keys’ annual Customer Loyalty Engagement Index, and while it’s not surprising, it gives tangible proof of the importance of the brand-value relationship in consumers’ minds.
“That makes brands a surrogate for value, and more important than ever to consumers in every category,” Robert Passikoff, Brand Keys Founder and President, told Progressive Grocer in an article. “Given the levels of commoditization we’ve witnessed over in the past decade, it’s no surprise that consumers are looking for brands to make a difference.”
Passikoff goes on to explain that the consumer value equation has evolved from “price-value” to “value for dollar.”
How can you raise your product out of the deep sea of commodity offerings on store shelves today and become a real brand? One way to is tap packaging to create an “experiential quotient.” You might also want to measure how your package feels in your shoppers’ hands. Shoppers equate positive experiences at the point of decision with corresponding increases in perceived product quality—a win-win that builds sales.
