Brand touchpoint wheel

Scott Davis and Michael Dunn

Brand touchpoints are those instances when a product interacts with consumers. Four main touchpoints generally represent the different dimensions of the brand-consumer relationship: pre-purchase touchpoints (factors that influence whether a prospect will consider purchasing a brand, such as advertising, word-of-mouth, DM and online); purchase touchpoints (factors moving a customer from consideration to purchase, such as field sales and physical stores); post-purchase touchpoints (factors reinforcing the purchase decision, such as customer service); and influencing touchpoints (factors that make an impression on customers and various stakeholders, such as annual reports, analysts' reports, word of mouth and recruiting materials).

Brand touchpoint wheel

Scott Davis & Michael Dunn

A brand touchpoint is defined as any of the instances that a brand interacts with stakeholders. Integrated branding reinforces a brand by identifying, prioritising and controlling each of the stakeholders' touchpoints. There are four categories of touch-points that generally represent the different dimensions of a brand's relationship with a customer:

  1. Pre-purchase touchpoints:All of the brand touchpoints that significantly influence whether a prospect will place your brand into his or her final purchase consideration set on the way to making a purchase. These include advertising, word-of-mouth, direct mail, and the...

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