Professor of Marketing
Journal Article | Journal of Advertising Research | 45 | March 2005
Managing Brand Experience: The Market Contact Audit
Although 90% of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, until now, there has not been a tool that allows managers to identify, a priori and from a consumer perspective, the most effective set of contacts in which to invest.The authors describe below a tool that they have developed that empowers the brand owners/marketers to 1) identify and select the critical contacts that are relevant for a particular brand, 2) integrate across these key contact points, and 3) deliver brand experience through a relevant and pertinent set of consumer brand encounters at a minimum cost, but with maximal impact.The authors then discuss how the metrics derived from this tool can be used to inform a variety of important decisions in the context of managing brand contacts. They close with a discussion of some of the regularities that they have uncovered from the over 150 brands that they have audited across numerous markets and categories.