The Lufthansa Group’s first consumer campaign, “Greatness is a Group effort,” is a clear real-world example of brand architecture, endorsed brands and the role of brand touchpoints.
Apply the Theory: Lufthansa Group and Umbrella Branding Find Out More...
This article covers using the SERVQUAL model to help improve overall service quality for a firm.
Using the SERVQUAL Model Find Out More...
Services can’t be inspected before you buy them, so customers judge quality from the physical clues around the service instead. We look at what physical evidence really covers and why marketers can’t leave it to chance.
Understanding Physical Evidence Find Out More...
Explore how the unique characteristics of services marketing shapes the way businesses market services, by looking at intangibility, inseparability, perishability, variability, and heterogeneity.
The Unique Characteristics of Services Marketing Find Out More...
Here are some thought-starter ideas for preparing a SWOT analysis for an airline, where you can pick and choose the ones that best suit your needs and analysis.
Example SWOT for an Airline Find Out More...
About the Customer Journey Map Template This free customer journey map template is designed to quickly and easily build relatively detailed maps for multiple brand personas. Customer journey maps are an effective way of identifying how potential customers make their way to your brand and ultimately become loyal advocates. Download the free template here… customer-journey-map-Excel-template
Free Customer Journey Map Excel Template Find Out More...
When a firm or brand strives to create and distribute a product that delivers utility for the end consumer, there are five types of different utilities that may be generated, these are: Form utility, Task utility, Time utility, Place utility, and Possession utility.
What is Utility in Marketing? Find Out More...
Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market – helps the firm more clearly understand the consumer. Generally firms will develop multiple brand personas
Why Use a Brand Persona? Find Out More...
Using Brand Personas in Customer Journey Mapping A fundamental principle of modern day marketing is to segment the market and select appropriate target markets. For more information on the market segmentation process, please refer to the market segmentation study guide. Target markets are smaller parts of the overall market, where consumers are grouped into sets
Brand Personas Find Out More...
As suggested by the name, a customer journey is the progression of a consumer (initially a non-customer of a brand) in their journey to becoming a customer of the brand.
What is customer journey mapping? Find Out More...
