BRAND LOVE

Brand love index was developed by GAMMA and is a unique product based on the company's many years of experience in the market. Developing a marketing strategy is vital for any business. The most important condition is to study consumers' brand attitude, which allows to identify the strengths and weaknesses of the product /service and outline ways to improve it, which is an unconditional guarantee of customer retention. This knowledge will help you to be realistic about how successful you can be.

   LEVELS OF:

SATISFACTION

depends on level of Liking of product/service and readiness and desire to Recommend it to others

COMMITMENT

is higher with stronger Repurchase and Competitive advantage of product/service 

AFFECTION  

depends on Passion and customers perception of Intimacy with product/service

Customer satisfaction is the key component for the success of the business and at the same time it plays a vital role to expand the market value. Increasing customer satisfaction also has a positive effect on customer loyalty, which is difficult to form, predict and maintain at a stable level, so it is necessary to constantly monitor and take effective measures to increase customer loyalty. Existing customer will help to attract the new customers by providing or sharing the information about the products and services of the companies. Emotional attachment is important in the sense that the consumer is only interested in buying a certain brand, so we get a long-term consumer

The results of the study customer typology:

Honeymoon - High Satisfaction, high commitment, high affection. Ideal brand-customer Relationship

Good Deal - High Satisfaction, high commitment, low affection. Stable brand-customer relationship based on convenience. No emotional attachment to the brand

No Strings Attached - High Satisfaction, low commitment, high affection. Unstable brand-customer relationship based on emotions and satisfaction. No loyalty

Compatibility Crisis - Low Satisfaction, high commitment, high affection. Brand-customer relationship based on loyalty and Emotional attachment. However, there are problems with satisfaction and loyalty may soon become under question

Friends with benefits - High Satisfaction, low commitment, low affection. Unstable brand-customer relationship based only on the present satisfaction. No loyalty and Emotional attachment to the brand

One Night Stand - Low Satisfaction, low commitment, high affection. Unstable and short-term brand-customer relationship based on emotional attachment only. No satisfaction or loyalty

Forced Relationship - Low Satisfaction, high commitment, low affection. Brand-customer relationship based on loyalty only. No satisfaction or emotional attachment

Break-up - Low Satisfaction, low commitment, low affection. No relationship. Customer is almost to lose


Based on the first part of the study, which has already determined your customer's brand attitude by measuring the customer satisfaction, commitment and affection to identifying problem areas, as well as for brand positioning in relation to competitors. In order to achieve improvement, it is highly recommended to conduct the second extended part of the research - Map of parameters, which will give us detailed information on how to improve the score of brand love index and brand love typology. 

PARAMETERS MAP

Parameters Map - second part of research, an effective and efficient tool for marketers will help our partners adapt their strategies to create more meaningful connections and deliver on what consumers really want. Parameter map requires extended research and gives us detailed information about the necessary changes of parameters for improvement the love score of a product / service. Parameter map questionnaire is more voluminous compare with Brand Love index and is conducted less frequently

Map parameters results are divided into 4  zones:

Retention zone, Change zone, 

Neutral-positive and Neutral-negative

The results of the study by zone:

High Declared and actual importance; high performance. Item found in this area is very good trigger for brand usage

High declared importance and low actual importance; high performance. Combination of high declared importance and high performance is very important for customer retention

Low declared importance and high actual importance; high performance. Item found in this area may become trigger for brand usage in the future when importance of this item becomes clearer for customers

High Declared and actual importance; low performance. Item found in this area is a red flag. In case of taking right actions it will become very good trigger for using the brand. Otherwise, it might be barrier for future usage

High declared importance and low actual importance; low performance. Item found in this area is a red flag as well. Unless measures are taken to fix the performance flaws, it becomes barrier for brand usage

Low declared importance and high actual importance; low performance. Item found in this area is not trigger or barrier for brand usage at present. It may become trigger in the future, when importance of this item becomes clearer for customers. However, Fixing performance of this item definitely is not priority at present

Low declared importance and low actual importance; high performance. Item found in this area has good performance. However it has no importance at all.

Low declared importance and low actual importance; low performance. Item found in this area has bad performance. However it has no importance at all and fixing its performance will be wasting time and resources