How Social is Your Brand part 3 of 3

Merging Ethics with Marketing

How Ethics & Values Affect Brand Loyalty

How Values Drive Needs-

Values effect every decision we make; drive what brands we consider and purchase

How does your brand speak to the socially-oriented needs of your consumers?

Our Desire to Fulfill Particular Personal Values

Being a good parent

Obtaining high self-esteem

Social Belonging

Compiled by author from source: merkleinc.com

Corporate Social Responsibility-

What Drives Brand

Loyalty?

The results, from a

survey of 2,000 U.S. respondents tell the

story

I support brands that attribute to the welfare of animals

Willing to spend more money on brands that give back, do things for the environment and choose better ingredients I’ve researched companies to ensure they use natural ingredients and sustainable practices

Because they have good corporation policies such as contributing to charity

My loyalty is partially based on the fact they agree with some of my personal beliefs

Compiled by author from source: bulldogreporter.com

Brand Loyalty-

There is a Greater

Desire for Accountability for Business

Practices

Such Brands Are Worth My

Continued Support

Consumers aligned themselves with a brand that had similar personal beliefs

Supporting communities outside of the financial side of the business

Consumers are more savvy, it reflects in their views on corporate responsibility:

Compiled by author from source: convinceandconvert.com

Customer Expectations-

Brands need to show genuine

compassion, conscience

and attentive customer

careCompanies

can self-promote their consciousness via online content and

social postings

Charitable Donations

Corporate Philanthropy

Customer Service

Personalized Messages

Compiled by author from source: bulldogreporter.com

Building Customer Loyalty-

Consumers who are

taken advantage of once, will not be back

Keeping a current

customer doesn’t cost as much as getting a new one

Ethical behavior brings in

new customers through word-of-mouth

referrals

A reputatio

n for unethical dealings hurts the company’s chances to obtain

new customers

Compiled by author from source: smallbusiness.chron.com

Personal Relevance Bridge-

These communication bridges are key for educating probable

customers the advantage of your product compared to the one they may already be using

Indicates the level of personal involvement with the product

generated by the ad Measures The Depth of

Connection Between Consumer

Involvement and the Leverage Point

Compiled by author from source: books.google.com

Avoiding Legal Problems-

Not complying with regulationsIgnoring working hazards

Using substandard materials in your products

Penalties for being caught are severe, i.e. legal fees, fines and sanctions

The resulting negative publicity can cause long-term damage to the company’s reputation and become more costly


Building a Positive Brand-

The highest ethical

standards will become

the role model for excellence

Could be named in

"Best Places to

Work" surveys

Attracting talented

employees; helping you

build a competitive

edge

Ethical businesses find it easier to attract customers

Consumers' views of how they will be treated affects their willingness to purchase products

They don't have to be concerned about being sold inferior merchandise or being charged for unnecessary repairs


The Take Away-

Successful brands make vital connections in their product messaging

in order to reinforce personal values

Understand the values that drive purchases

when developing brand positioning and communication

strategiesThese values are often

social in nature

Compiled by author from source: merkleinc.com

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/

Source Cited:

"How Business Ethics Improves Your Bottom Line." Small Business. N.p., n.d. Web. 11 Aug. 2016. http://smallbusiness.chron.com/business-ethics-improves-bottom-line-41036.html

“How Social Is Your Brand?" Merkle. N.p., n.d. Web. 27 July 2016. https://www.merkleinc.com/blog/how-social-your-brand#.V5jTQ7grIhc

"Understanding Consumer Decision Making." Google Books. N.p., n.d. Web. 28 July 2016. https://books.google.com/books?

id=kjB5AgAAQBAJ&pg=PA236&lpg=PA236&dq=what+is+the+personal+relevance+bridge&source=bl&ots=XGJa-aceA6&sig=26wJKtgW_Bud9L8_NRMcfulqCeQ&hl=en&sa=X&ved=0ahUKEwi88fCGtZbOAhXDGx4KHb6OA8UQ6AEIITAB#v=onepage&q=what%20is%20the%20personal%20relevance%20bridge&f=false

What Makes Customers Loyal to Brands? http://www.convinceandconvert.com/customer-experience/what-makes-customers-loyal/

"What Builds Brand Loyalty Today? New Research Points to Charitable Donations, Discounts and Personalized Messaging." Bulldog Reporter. N.p., n.d. Web. 28 July 2016. https://www.bulldogreporter.com/what-builds-brand-loyalty-today-new-research-points-to-charitable-donations-discounts-and-personalized-messaging/