From Brand Principles to Brand Loyalty. 1.Product & Space: Know what business you are in...
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![Page 1: From Brand Principles to Brand Loyalty. 1.Product & Space: Know what business you are in 2.Contribution: Understand your brand positioning, and who your.](https://reader035.fdocuments.us/reader035/viewer/2022070605/5a4d1acf7f8b9ab059970e7f/html5/thumbnails/1.jpg)
From Brand Principles to Brand Loyalty
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1. Product & Space: Know what business you are in
2. Contribution: Understand your brand positioning, and who your target customer is and why
3. Values: Know how your brand is differentiated and have a clear understanding of its characteristics and principles
4. Emotional links: Work to establish a bond and trust between your brand and your customer
Summary of Brand Principles
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Mid 1990s : One Vision
Gerry Ford comes up with the idea of a continental coffee house
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High quality Italian coffee People making a difference
Warm, accessible neighbourhood atmosphere
Fresh quality deli food that “travels throughout the day”
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Mid 1990s : The Social Scene
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UK Continental Europe
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• People have too many choices and too little time
• Most offerings have similar quality and features
• We tend to base our buying choices on trust or an emotional
connection
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Recognition
Differentiation
Trust and Bond
Growing Steadily: Few Challenges Along the Way
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The Caffè Nero Brand Principles
1. Product & Space:
• every drink is expertly handcrafted
• we provide the highest quality espresso in the market
2. Contribution: to care about and make a difference to peoples lives
3. Values: Traditional Italian coffee drinks and interesting fresh deli style food
4. Emotional Links: Our environment and atmosphere is accessible to all, warm and stylish
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Brand Principles
RecognitionDifferentiationTrust and Bond
Brand Experience
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Brand Experience : Our Character
1. Premium Italian coffee 2. One to one service with your barista3. People with passion, feeling and caring4. Neighbourhood gathering spot, warmth and community5. High quality food6. Colours – black, cream and the cornflower blue
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Brand Foundations
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Brand Foundations
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Brand Foundations
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Brand Foundations
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Brand Foundations
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We are: • European• quality coffee• independent in spirit • neighbourhood living room feel • fresh food
Our aim is to make a difference to people lives
Summarising: a Clear Purpose
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Role of MarketingWe help customers along their journey, generating:
1. Awareness & Reappraisal2. Conversion3. Loyalty
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AWARENESS CONVERSION LOYALTY
TASK
KPI
CHANNEL
More people in store
General salesCustomer Numbers
VideoSocial MediaTargeted OffersConsumer PR
Up-selling
Attachment rateSpend per Head
In-store POS
Return customersEarning loyalty
FrequencyDatabase growth
Loyalty CardDatabaseGift Card registration
&REAPPRAISAL
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AWARENESS & REAPPRAISAL
TASK
KPI
CHANNEL
More people in store
General salesCustomer Numbers
VideoSocial MediaTargeted OffersConsumer PR
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CONVERSION
TASK
KPI
CHANNEL
Up-selling
Attachment rate, SPH
In-store POS
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Customer Journey
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Customer Journey
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LOYALTY
TASK
KPI
CHANNEL
Return customersEarning loyalty
FrequencyDatabase growth
Loyalty CardDatabaseGift Card registration
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The Key of Marketing Success: Internal Comms
STRATEGY
EXECUTION
OPERATIONS TEAMS
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THANKS