Identifying the drivers of use intention for brands

The perpetual question in marketing is: What is the key to building and maintaining strong sales for a brand in an ever-changing environment? The authors propose that relevance is the key sales driver for brands while differentiation plays an important role in addressing consumers’ needs, thus driving relevance.

Identifying the Drivers of Use Intention for Brands

Shigeo OkazakiIMC Development Division, Dentsu Inc., Japan

Sean CorcoranIMC Development Division, Dentsu Inc., Japan

Satoru SatoIMC Development Division, Dentsu Inc., Japan

INTRODUCTION

The concept behind marketing is that brands are key value drivers, which motivate product use intention, a solid indicator of future sales. However, when marketers try to quantify the influence brands command over use intention and try to identify pathways of development for brands with the goal of driving use intention, they often find themselves staring into the abyss. Simply said, a brand is created in the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands