The story of how the brand leads to purchase

[Akahs47]

The story of how the brand leads to purchase
Example: Purchasing a home
In order to help you intuitively visualize the connection between brand and purchasing, I would like you to recall your B2C purchasing experience rather than a B2B purchasing experience.



Trigger: Some kind of change in the environment
Brand role: Building awareness, image and trust in the category

In the phase before considering purchasing a home, changes in netherlands companies email list the environment can cause family members to talk about whether it's time to buy a home. As part of their activities, they start gathering information about homes from real estate news sites, social media, YouTube , magazines, advertisements, etc.

Let's say you've decided that a custom-built home is the best option and you're in the comparison and consideration phase.
You'll probably narrow down your options by getting information such as "Company A, which I often see on TV commercials when it comes to custom-built homes," or "Company B, which I heard about from an acquaintance," and then proceed with your comparison and consideration.

When the family finally decides to go with Company A after a family meeting, I think that based on the information they have gathered, they will decide, "Company A is a good fit for me, so I'd like to leave it to them."

Within the story that leads to this purchase, branding helps to gain "recognition" so that the product becomes an option when comparing products, and "trust" in the purchasing decision.