THE HIERARCHICAL EFFECTS MODEL OF AFFECTUAL BRANDING

Bambang Sukma Wijaya

Abstract


How 'deep' is your brand? 'Deep' here means how meaningful your brand is in the lives of consumers. How connected your brand with consumers' inner spaces and minds is. This article describes the depth of consumer affection with a brand, through a hierarchy of branding called the AKIELS Model. Starting from the initial stage of consumer exposure in Brand Awareness, then consumer understanding of the values ​​and attributes in Brand Knowledge. The next step is Brand Image, where consumers get a specific image and imagination about a brand, then the Brand Experience stage, where consumers touch the 'reality' offered by the brand. If the reality experienced by consumers is positive, then the next step is Brand Loyalty, consumers begin to invest their emotional tie in an ongoing relationship. The deeper the relationship exists, the stronger the affective capital invested by the consumer in a brand, so that the brand becomes one of the essential parts of a consumer's life. The brand becomes an ideological pleasure. The brand becomes a 'religion' that is maintained, obeyed, and its values are ​​shared by consumers to attract other consumers to join the circle of brand ideology that they hold. This stage is where the brand achieves the most profound meaning 'and the highest position at the level of consumer affection, Brand Spirituality. AKIELS model of the hierarchy of branding can be a strategic tool to measure brand performance in its relationship with consumers.

Keywords


brand awareness, brand knowledge, brand image, brand experience, brand loyalty, brand spirituality

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