Brands as Influencers: Inserting the Brand for Influence During the Purchase Decision Making Process

Topics:
Brand Management
Tags:
Brand,
Branding,
Decision-making,
Management,
Marketing,
Tools & Techniques
Source:
Artime Group

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Overview: This paper explores how brands can have their greatest impact during the "information search phase" of each consumer's purchasing decision process by providing relevant, informative and reassuring communication. The search-for-information phase that a consumer undergoes as part of the decision making process presents a brand with a unique opportunity to act as an influencer by providing relevant, informative and reassuring communication that may be used by the consumer when evaluating alternatives.

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Format: PDF | Size: 27KB | Date: Oct 2004 | Pages: 5

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