Resurgence

Why would you even want to read this? Because this is the second and last installment of our discussion on how the concept of Brand fits in the EAR model of Consumer Decision Making. If you have read the first part then you would not want to miss the conclusion. If you have not, still it is worth delving into a matter which poses daily challenge to marketers across organizations and geographies. While I would try to briefly put all the key takeaways of previous articles in this article as well, it would be great if you visit the three previous articles written in this series viz. EAR Model, Brand, Brand & Decision Making – P1 to get a detailed understanding on the topic. My Approach: From last few articles, we know that while making any purchase decision, a consumer, evaluates the available options on a mix of three parameters: Emotional (E), Aspirational (A) and Rational (R) . The weightage given to each of these parameters are dependent on many factors including

Why would you even want to read this? Because organizations/ brands are built and destroyed in the consumer’s mind. It is for this very reason that most organizations try to create a favourable impression of their offerings in the Consumer mind space. However, very few brands have been able to create a consistent and time tested relationship with their potential Consumer base. And this mere fact highlights the enormity of the challenge faced by organizations across sizes, categories and geographies. In this and the next article, we would try to understand what goes into the Consumer Decision process and how does the concept of Brand fits in it. There is a reason for breaking this topic into a two part post. I have written it before cramping everything in a single article. It was a classic example of ‘neither here nor there’ – I was neither able to explain everything nor I was able to keep it simple for your understanding. My Approach: The last two articles were act